Work / Bollington Insurance

Engaging the people who make the decisions

Bollington Insurance

  • Web Development
  • App Development
  • Strategy
  • Content

The situation

A leading supplier of specialised insurance cover, Bollington Insurance wanted to engage with potential customers by making them aware of the range of insurance lines they offer. They favoured an interactive approach to maximise customer engagement.

The solution

We created a range of interactives to educate customers on the different types of policy in an entertaining, informative and engaging way. Using decision tree technology and storytelling infographics would enhance the online customer experience, generate leads and help Bollington to stand out from their competitors.

We also created an entertaining iPad game for visitors to play while on the stand at the annual British Insurance Brokers’ Association show. The core insight is that quotes are the broker’s main mechanism for winning business, so players were challenged to match famous quotes with the people who said them. The creative supported a wider Quote Smarter campaign.

The outcome

The interactive work developed for Bollington helped engage customers at exhibitions and on the website, increasing average time on page by five minutes, and growing online conversions by 42%.

At the BIBA event 800 people played the Quote Smarter game and 257 enquiries were received. 12 new broker businesses signed up with Bollington Underwriting at BIBA alone. This led to additional income for Bollington measured in six figures. A pipeline of prospects was created for future marketing activity.

Who said insurance has to be boring?

The Quote Smarter concept was perfect for engaging brokers at BIBA 2017. Our stand had a constant flow of visitors over two days, making the conference a resounding success for us.

Paul Hughes,

Wholesale Director