Cannes Lions

INSURANCE

OGILVYONE WORLDWIDE, New York / FM GLOBAL / 2005

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Overview

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Credits

Overview

Description

We developed a print, interactive and direct mail campaign that leveraged FM Global's unique philosophy about insurance: "While other insurance companies use actuaries to estimate risk, FM Global utilises a massive staff of engineers and a multimillion dollar research facility to minimises risk". Each ad demonstrates how a simple, inexpensive item can ultimately save a business millions in property and profits.

Outcome

The print was developed to create a lift to the direct response channel, online and direct mail. The results were dramatically higher then expected, exceeding all expectations. The online campaign had a response rate up to 2.60% click through rates. And the direct mail campaign gave us a 2% response rate. More than that, people actually started to talk about FM Global.

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