To improve traffic to and awareness of BNI’s products, services and offerings, I geared the tactical integrated campaign in such a way that all the consumer facing (press, outdoor, ambient, radio) advertising directs the reader straight to the website.

Once they visit the website, visitors will be introduced to competitions, special insurance packages, an information application for mobile devices, a game and social media channels for which they have to register. Providing BNI with a valuable potential customer database.

The press, outdoor and radio ads will carry the main campaign messaging while the ambient channels will be used to continue raising awareness about BNI’s innovative services.

The Overall Creative
In the main campaign creative, I addressed the products and special packages offered by BNI. I focussed on the unique selling proposition and added benefits received when purchasing your main insurance policy.

The visual shows the main or master policy and the ‘add-on’ policy as a seamless unit (package) whereas a paper cut-out gives a feeling of customisation and flexibility. With the additional use of interesting production techniques in print media, I reflected BNI’s commitment to innovation within the insurance sector. The physical interaction with the ad, also creates a more memorable experience for readers.

Re-enforcing Service Delivery and Innovation
To continue raising awareness about BNI’s cutting edge and innovative service delivery channels, I opted for an ambient approach that will run hand-in-hand with the main campaign message. This interesting campaign acts as a more direct and innovative street level point of communication.

The delivery vehicle (pillows in this case) in turn represents protection, trust and peace of mind, whereas the messaging is direct and talks about the service delivery platforms.

The Website
The website is used to immerse customers into the world of BNI. It acted as a springboard to the BNI network of products & packages, services, games, social campaigns, competitions, app etc., for which they have to register. This instantly captures their contact details directly into the BNI database for further business development.

Campaign messaging, special packages and services as well as notifications are introduced utilising the top banner and smaller call-outs on the page.

The Instagram Page
The Instagram page hosts a photo competition showcasing individuals with their favourite thing insured by BNI. Likes and comments are shared, and on a quarterly basis, BNI selects the photo with the most likes and awards a prize (Free Insurance for a year).

Winners are announced across the whole BNI social network (Facebook, Instagram, Twitter etc.) and are also published in newspapers as an added PR benefit.

The Mobile Game
In our game, visitors are immersed even more into BNI. To play the game, the user has to register, again collecting valuable contact information for BNI.

The main idea behind the game is to avoid obstacles by swiping them away. This is representative of how BNI ‘swipes away’ the worries of dealing with an accident or insurance claims. Between levels, a screen appears with a congratulations message and the score. High scores are posted to the BNI Facebook page and weekly high- score prizes or giveaways are won. On each level screen, products and services are promoted and the campaign message is re-enforced.

The levels scenarios are in line with the products offered by BNI, for example: 

Level 1: Driving - Car Insurance
Level 2: House - Home insurance
Level 3: Aeroplane Flying - Travel Insurance
etc.

The Info App
The info app contains general information about products, services, branch locations etc. Users can read about the various products and services and request an insurance quote directly from the app. The app also introduces the latest package deals and have video testimonials of satisfied BNI customers.

The Facebook Page
The Facebook page acts as the announcement and ‘PR’ centre for BNI. The games, competitions, notifications, products and services are introduced and promoted along with Information about game high-scores and the Instagram competition winners. The Facebook page drives traffic to all BNI’s digital channels and provide BNI with the chance to collect more valuable potential customer contact details.