Best Insurance Marketing Campaigns

In the constantly changing insurance industry, staying ahead of the curve and crafting captivating marketing campaigns is no easy feat. To help, we’ve curated a collection of the best insurance marketing campaigns, which will reignite your passion and inspire your next big idea.

These campaigns are not just industry benchmarks; they’re a testament to the power of marketing and its ability to transform perceptions, elevate brands, and connect with consumers on a meaningful level. So, let these creative campaigns be your muse, your catalyst for innovation, and your reminder that insurance marketing is an opportunity to make a real impact.

Churchill: Little Chapters of Chill

AUDIO X PODCASTS

Most Brits over a certain age will remember a time when it was impossible to escape the phrase ‘oh yes’, in a grumbly, Churchill-esque tone, as Brits across the land mimicked the nodding dog from Churchill’s campaign.

That’s because, since the early 2000s, Churchill the nodding dog has graced our screens for the eponymous insurance brand, agreeing with all the benefits of working with the company.

Over the years, the campaigns have developed and evolved. And, in 2021, they launched Little Chapters of Chill.

This campaign featured a series of audio stories for children, designed to entertain them on long car journeys. The stories are about different ways to relax and de-stress, which is a relevant topic for parents who are often looking for ways to keep their children calm and occupied during car rides. The campaign was a success, with more than one million downloads across various platforms.

What you can learn from Churchill:

• Consistency builds recognition: The nodding dog has been a constant for decades, which means consumers are familiar with him. If you’re thinking of introducing a character, make sure it’s appropriate to your brand and use it consistently.
• Go beyond the policy: Little Chapters of Chill has nothing to do with insurance, in reality. However, it solves a problem for Churchill’s clients. Consider your clients’ challenges and identify ways that you can provide value, rather than just trying to sell them a policy.
• Audio is under-rated: Although podcasts are booming, they’re relatively underused in insurance. What do your clients want to listen to? How could you provide valuable audio content that they’d tune into on a regular basis?

AXA: Get Back to the Good Stuff

VIDEO

This ad campaign promoted AXA’s insurance offerings as a way to help people get back to the things they love doing after experiencing a curveball. The campaign features a series of heart-warming stories that show people enjoying their lives again after being helped by AXA.

What you can learn from AXA:

• Lead with emotion: AXA’s video doesn’t lead with policy features or price. It focuses on getting your life back after an incident. Insurance can be an emotional purchase, so consider how you could tap into those feelings with your marketing.
• Show the post-claim experience: This video doesn’t focus on the claims process. It shows what happens after: people getting back to the things they love. It shows the benefit of insurance cover without focusing on the process.
• Tell a story: This video has a strong narrative. It takes viewers on a journey that explores the benefits of insurance. Consider how you could use storytelling to connect with your audience.

Aviva: You Are The Big Picture

PR X SOCIAL MEDIA X OUT OF HOME

Aviva’s ‘You Are the Big Picture’ campaign was designed to shift the focus from insurance products to customers’ real-life stories and experiences. It featured a series of short films showcasing personal stories, emphasising the idea that Aviva understands and supports its customers’ life journeys.

Launched in 2010, the campaign saw people submitting images of themselves and a message for projection onto The National Theatre in London.

Aviva pledged to donate £2 to Save the Children for every photo and message uploaded.

In the first year, almost 60,000 images were submitted and the campaign was rerun in 2011 with a focus on raising funds for street children in India. For every photo that was submitted to the campaign, Aviva once again donated £2 to Save the Children. This second campaign was just as successful, with more than one million photos submitted and over £2 million raised for the charity.

What you can learn from Aviva:

• Purpose-led campaigns build trust: This campaign shows Aviva’s focus on social responsibility. In working with Aviva, clients can support this activity and give back to communities.
• User generated content can expand your reach: UGC can actually help boost the visibility of your campaigns, as contributors share their involvement with friends and family. How could your brand tap into this?
• Real stories beat ads: Authenticity beats advertising messages. Try to tap into real moments featuring real people to get genuine buy-in.

Lemonade: Insurance That Works Faster

VIDEO X TV X SOCIAL MEDIA

Here at Method Marketing, we’re big fans of the disruptor brand Lemonade. With their purpose-led proposition and clear messaging, they demonstrate that insurance marketing can be bold and punchy.

Their 2023 ad campaign is a great expression of that, channelling the frustration of being left on hold in an emergency. It uses one of the most common frustrations of modern life to showcase its rapid claims process and always-on functionality.

Plus, we love to see a cat wearing Wellington boots. It’s one of the best insurance social media campaigns we’ve seen.

What you can learn from Lemonade:

• Tap into feelings: Again, this campaign taps into a feeling. This time, the frustration of being left on hold when you really need help. It taps into the common perception of the insurance industry and flips it on its head, showing how working with Lemonade offers a different experience. Consider the frustrations of your competitors’ clients. How could you show that you do things differently?
• Be bold: Lemonade’s messaging is direct, impactful and slightly funny. In a crowded market that’s often restricted by compliance, the tone is refreshing and stands out. Your brand could add more humour to its marketing, or be direct in its language.
• Be human: Feelings and humour tap add to the bigger picture – Lemonade’s marketing feels human. It addresses challenges and the comedy of frustrating situations. It’s something most viewers can relate to and creates a more human, less corporate ad.

Oscar Health

CONTENT MARKETING

Oscar Health is another great disruptor, this time in the health insurance industry. We’ve always admired the brand’s use of content marketing to grow awareness and engagement.

Oscar Health regularly updates its health and wellness blog, providing practical insights and guidance on a wide range of subjects for its members, from diabetes to mental health. Plus, it also has a section for businesses, to help organisations look after their people.

And, not only is the content shared on social media but it’s also distributed via email marketing to prospects and clients. In doing so, the brand gets extra mileage from their content, while strengthening relationships and helping to reduce the likelihood of claims by providing advice and tips.

What you can learn from Oscar Health:

• Content marketing buildings loyalty: The content Oscar Health shares is genuinely useful. It’s not just produced for SEO purposes, but to provide what potential clients need. That builds engagement and a strong readership in-market for their services.
• Re-purpose content everywhere: Oscar Health doesn’t just publish the content on its site and leave it. The articles are shared across platforms, maximising the reach and potential engagement. If you’re producing articles and reports, be sure to share it on email and social media too.
• A content hub can serve several audiences: The Oscar Health content hub features materials for both end clients and other businesses. Clear navigation helps different audiences find the information relevant to them. If you’re serving more than one audience, consider how easy it is for them to find the content that matters most.

Planning your next insurance marketing campaign?

If you’re looking for an insurance marketing agency that understands your sector, take a look at our insurance marketing services, or speak to the Method Marketing team today.