Here for you
Hughes Insurance is a leading Northern Ireland insurance provider. Hughes has provided reliable insurance for more than 45 years by committing to meeting customers’ specific insurance needs. It recognised the need to revamp its brand and enhance its market presence to serve its diverse and evolving customer base better.
Context
Hughes sought a new marketing partner capable of developing a comprehensive strategy to increase brand awareness and engagement. It conducted a competitive tender and chose Big+Bold. Our mission was to deliver a multi-channel campaign that would resonate with Hughes Insurance’s target audience and solidify its position as a trusted and dependable insurance provider.
The campaign had four goals.
Key Objectives
Rebranding and modernisation
Hughes wanted a refreshed brand identity to make it more contemporary and appealing.
Increased engagement
We needed to develop a strategy to engage existing and potential customers through various media.
Brand awareness
The campaign had to increase Hughes Insurance’s visibility throughout Northern Ireland.
Customer loyalty
Reinforce Hughes’ commitment to customer care and building stronger customer relationships.
Action
Research and analysis
We began with an in-depth analysis of Hughes and its market using our CoreFour planning process, drawing data from Google Analytics, Nielsen market research, and insights from the Global Web Index and McCann Truth Central. Our analysis provided a comprehensive understanding of its current position and audience demographics while setting them in the context of the broader insurance landscape.
Our findings highlighted global and local trends that would impact Hughes Insurance. Key global trends included:
- accelerated digital transformation
- customer centricity
- trust and transparency
- proactivity rather than reactivity
- advancements in auto insurance
Locally, we focused on trends such as the rising cost of car insurance and the increasing popularity of green technology.
Campaign concept
Based on these insights, we developed the campaign concept “Here for you”, which emphasised Hughes Insurance’s commitment to supporting their customers through life’s ups and downs. “Here for you” was an evolution of Hughes’ existing positioning and felt like a natural development for their brand. It is inclusive and relatable, reflecting Hughes’ commitment to customer care. We symbolised “Here for you” with a Hughes keyring, holding together a set of keys. Keys allow us to access and protect the precious things in our lives, so they are an apt metaphor for insurance.
Campaign delivery
We proceeded to roll out the campaign across a wide range of media.
TV advertising
We produced a TV advertisement featuring various life scenarios where Hughes was there to help its customers. The ad included scenes of:
- a family moving into a new home
- a shop owner opening her business
- a young driver gaining confidence on the road
- a man with a van stopping for lunch
- a grandfather giving his car to his granddaughter.
Each scenario represented one of Hughes’ products—home insurance, business insurance, car and telematic insurance, and van insurance.
The Hughes keyring linked these scenarios—each character had their keys on one. The ad also featured a distinctive audio signature that incorporated the sound of jangling keys.
Radio advertising
The Hughes audio signature provided a thread that ran from the TV advertisement and into radio advertising. The radio ads broadened the campaign’s reach and reinforced its messages.
Out-of-home advertising
The campaign included strategically placed OOH advertising to maximise visibility and reach. We delivered 48 and 96-sheet posters throughout Northern Ireland, a mega 4-panel at Belfast’s West Link, and digital and petrol pump executions for Applegreen service stations in Lisburn and Mallusk. Our Applegreen OOH was crucial to the strategy. By leveraging drivers’ frequent visits, the campaign reinforced Hughes’ message of being there for customers.
Digital and social media campaigns:
We developed a robust digital marketing strategy that included social and digital ads that repackaged the TV ad for various formats.
We broke down the creative for each channel to target audience subsets based on Hughes’ products—car, telematics, home, business, and van insurance. Our precisely targeted creative outputs combined to create a comprehensive marketing campaign, positioning Hughes Insurance as a dependable partner for their customers.
Outcome
Our comprehensive marketing campaign successfully positioned Hughes Insurance as a dependable partner. The consistent theme of “Here for you” resonated with audiences, reinforcing Hughes Insurance’s brand values.
The combination of TV, OOH, digital, and radio advertising substantially enhanced Hughes Insurance’s visibility. The OOH ads, strategically placed in high-traffic areas and Applegreen petrol stations, effectively captured the attention of commuters and motorists. This broad reach was complemented by engaging digital and social media campaigns, ensuring consistent brand presence across multiple platforms.
The TV advertisement, featuring relatable life scenarios, was particularly well-received by the audience. Its supportive messaging resonated with viewers, reinforcing Hughes Insurance’s commitment to customer care. Similarly, the radio ads helped to reinforce this message, reaching a wider audience.
Our digital and social media campaigns drove significant engagement with existing and potential customers, with varied and engaging content that maintained audience interest. Tailored messaging for specific insurance products effectively communicated the unique benefits of each product, addressing the needs of different customer segments.
By consistently communicating our dedication to customer care and support, we reinforced loyalty among Hughes Insurance’s existing customer base. Our cohesive marketing efforts played a crucial role in driving growth and demonstrating the effectiveness of our comprehensive strategy.
Overall, our campaign increased brand awareness and strengthened customer loyalty and trust, positioning Hughes Insurance for continued success in the competitive insurance market.
