Chris Frogner, chief financial officer at Arma Karma, explains why the MGA deserves to win first place in the Marketing Campaign of the Year – B2C category at this year’s Insurance Times Awards
Explain briefly about your entry in the Marketing Campaign of the Year - B2C category.
We entered this category because we are changing the game for how insurance is marketed and distributed to 18 to 30-year-olds. Insurance isn’t an exciting topic for this age range and does not feature at the top of their shopping lists.
We developed a TikTok marketing campaign to tackle the value of insurance in a fun way. Utilising microinfluencers, we started with the gut-wrenching emotional moment of loss or damage and covered how insurance puts it right.
What do you think makes your entry stand out or different from your competition?
Our campaign videos were recognised by TikTok as best in class globally - three times for finance and three times in the UK across all categories.
We have truly pushed the boundaries of what has been done before in marketing insurance to the younger demographic.
What would winning this award mean to you and your firm?
Winning this award would help to encourage us and others within the industry to push the boundaries of what’s been done before in making insurance accessible for the younger generation.
Read: Insurance Times Awards 2022 - Marketing Campaign of the Year - B2C category finalists announced
Explore more events-related content here.
Read more on the Insurance Times Awards finalists here.
Hosted by comedian and actor Tom Allen, 34 Gold, 23 Silver and 22 Bronze awards were handed out across an amazing 34 categories recognising brilliance and innovation right across the breadth of UK general insurance.
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