Aon were not known as key players in the small business market and needed to build trust. The campaign ‘We’ve got your back’ put the individual at the centre and positioned Aon as providing the best professional indemnity, should the worst happen.
- Identifying solicitors as a core sector for Aon,
the falling man creative treatment expanded out to this audience
- Touchpoints in the campaign included mailings,
emails, web banners, digital display
- Testing, built into the strategy, was designed to
identify the optimum communications mix to trigger the most valuable response
A beautifully presented carabiner was delivered to the highest value prospects, creating impact and reinforcing the message, ‘We’ve got your back.’.