In 2014 Enterprise Rent-a-Car celebrated their 20th anniversary of trading in the UK, this also coincided with the 20 years of the British Insurance Awards offering a fantastic chance to celebrate this success together.
The BIA countdown offered opportunities to combine the awareness of how established Enterprise was, its future direction and why it continued to stand first against its competitors.
The BIA countdown spanned the first six months of 2014 in the build-up to the awards event taking place in July that year. The countdown took a comprehensive look at every category in the awards – from major loss to commercial lines, from marketing to broking, from claims to personal lines, and looked back at the last 20 years of these sectors and how the market had changed, as well as looking at the major events and initiatives the insurance market had experienced.
With the sponsorship including logo association of all countdown content, a special 6 page spotlight on the controversial topic of credit hire and video interviews, the campaign concluded in a one off award sponsorship at the BIA in the form of ‘Insurer of the Decade’. This category was open to all UK-regulated insurers whether in the company or Lloyd’s/London market, rewarded the insurer that had made the greatest mark on the last ten years through a number of significant factors which included:
– Profitable growth
– Successful M&A activity
– Training and upholding the professionalism agenda
– Consistency of customer service
– Agenda setting on major industry issues
– Innovation in service and product delivery
ERAC received advertising and branding across 20 editions with each one being delivered to over 12,000 readers. The branded content online received a total of over 50,000 impressions from January to July.
‘The campaign that we ran with Post in 2014 to celebrate our 20th anniversary was a perfect example of how to build awareness of our long standing history across a number of different channels. The 20 week countdown to the BIA ensured that we were able to highlight our history and association with the insurance sector through both print and digital platforms. The campaign culminated at the British Insurance Awards, where we were able to celebrate our anniversary at THE most established awards event in the insurance sector. ‘
Head of UK Insurance Division, Enterprise Rent-a-Car