Campaign Overview

Buying insurance can be confusing, complicated and difficult to understand.  According to a survey by FSCO*, over half of 25 to 34 year-olds and young families don’t have life insurance, and almost half who do say they don’t fully understand their policy.

By partnering with an engagement platform, RBC Insurance pioneered 3 first-to-market technologies for the insurance category to help millennials and young families understand insurance.

RBC Insurance’s Insurance assistant chatbot is a first to category delivered through digital display to help consumers find out about what insurance they need most, and where to find it.

Since expandable display cannot expand in all programmatic environments the campaign was delivered via their partner’s proprietary EasyTag technology, an insurance category first-to-market creative tag delivery system. The technology identifies iFrame, non-iFrame or SafeFrame code on publisher sites, dynamically delivering the appropriate expandable or non-expandable interactive ad unit.

RBC Insurance’s display-delivered chatbot, and use of EasyTag fed their real-time data strategy through a comprehensive first-to-market data pathway from the engagement platform. This let RBC Insurance quickly prospect, analyze, segment and re-engage audiences with fresh in-market data while creating new targetable audiences through their engagement platform, Adobe DMP and Google DBM tech stack.

RBC Insurance’s audience got the point. Overall, the campaign generated over 1 million data points and collected an audience of over 200,000 users.

The user engagement rate of 1.25% for the expandable display performed 62% higher than the platform’s Finance benchmark (0.77%) and 2.9X higher than the Google Display benchmark (0.32%).

The find a location/advisor feature converted at 6.57% which is 4.5X higher than the Google Display Finance and Insurance benchmark (1.19%) while 75% of users that engaged with the chatbot clicked-through RBC Insurance site to learn more.

* Financial Services Commission of Ontario

Expandable Creative

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Non-Expandable Creative

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Video Creative

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Pre-Expanded Creative

Credits

RBC Insurance

  • Margaret Adaniel, Senior Director Insurance and Investment
  • Dawn Bednarski, Marketing Director, Insurance
  • Tracey Kribs, Senior Manager, Insurance
  • Candice Pusey, Marketing Manager, Insurance & Investments

Initiative

  • Jannie Densing, Group Director, Digital Communications
  • Alicia Petralia, Manager, Communications Design
  • Megan Andrews, Manager, Communications Design
  • Amanda Frail, Supervisor, Communications Design
  • Russell Cross, Senior Communications Designer
  • Justin DePass, Campaign Manager, Digital

 

Contobox

  • Jeremy Del Zotto, Account Executive
  • Spencer Filek-Gibson, Account Executive, Programmatic
  • Erica Brodie, Account Manager
  • Kirstine Caparas-Galcon, Experience Manager
  • Scott Victor, Experience Manager
  • Chris Constandinou, Manager, Front-End Development
  • Firuz Azizov, Project Manager
  • Eugene Kozlov, Developer
  • Yustin Musidi, Developer
  • Amar Lassoued, Developer
  • Jordan Lacopo, Developer
  • Erick Benzo, Developer
  • Haris Rizwan, Quality Assurance
  • Farrukh Gaffarov, CTO

Grip creative team

  • Emily Robinson, Director Business
  • McKenzie Clune, Account Coordinator
  • Michael Brathwaite, Manager, Business
  • Julia Morra, Associate Creative Director
  • Trevor Gourley, Associate Creative Director
  • Jackson Byrne, Copy Writer
  • Teegan Skals, Digital Designer