ABI launches The Insurance Experiments consumer awareness campaign for insurance products

The ABI has launched a new digital campaign called The Insurance Experiments to help improve consumer understanding of insurance. The campaign focuses on property cover, as this a difficult product for consumers to grasp.

The trade body has used infographics and animations to try to help customers understand insurance products without having to study lengthy guides.

“There are so many things vying for people’s attention these days that we knew we needed to offer something colourful and fun as well as useful if we were going to have an impact” - Sarah Cordey, ABI

These graphics are available online and will be shared on social media. This is the first ever ABI campaign that will be shared using paid-for Facebook advertising.

October 2017 Insurance Times Big Question panellists suggested that social media was a good way to work towards building public trust and some could see this campaign as a step in the right direction.

In another break from tradition, the ABI worked with external creative agency Fishfinger on the consumer awareness campaign.

ABI senior campaigns officer Sarah Cordey said: “Having the right insurance when something goes wrong is crucial, but buying insurance is generally regarded as a chore and many people spend as little time on it as possible. We want to encourage consumers to make more conscious decisions about the insurance they’re buying so they do have the cover they need if they come to make a claim.”

Cordey continued, “There are so many things vying for people’s attention these days that we knew we needed to offer something colourful and fun as well as useful if we were going to have an impact. We hope our team of scientists will catch people’s attention and help everyone learn a little more about how to buy the right insurance product.”

The ABI’s The Insurance Experiments is now online.

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