We created The Line Of Truth. An online service where anyone could call directly to any of over 1000 IF-customers and ask them about their honest opinion and experience of IF.

They were all customers that had recently experienced a claims handling and regardless of their opinion of IF they were asked if they would participate.

The names and numbers were accessed via an online randomizer. On the site you simply pressed the "Random-button" and an IF-customer would appear. You got their name, direct phone number, location and type of claim. Then all you had to do was call. If the claim didn't seem relevant you could simply press the random-button again.

Awareness up from 64% to 67% and consideration shot up by 25%.