Norah Black—VP, Marketing & Communications, IBAO
Insurance is such an interesting service to promote. People require the coverage for some of the biggest assets in their life, but generally have no interest in it.
So how do you capture attention for such a backrow product or service when attention spans are already so limited?
Our new digital awareness campaign attempts to do just that.
Driving awareness of the broker community, this campaign enlightens the public in a light-hearted way. Not a one-time promotion, but a brand that establishes a regular, ownable, attention-grabbing platform, allowing for longevity and providing the opportunity to refresh messaging on an ongoing basis.
We’re playing on the idea that we all need more time, whether to relax—finding the perfect show to binge, grabbing another latte—or spend more time on what matters most—family, a personal passion or the business you proudly own. With Ontario Brokers you can Rest Insured—combining the concept of having more time with peace of mind that you’re properly covered and getting the best coverage through a broker’s expertise, access to multiple markets and deep roster of relationships.
The attention grabbers are a short video series, complimented by a refreshed OntarioBrokers.ca website, social media and digital ad campaign. We’re focusing on Connected TV, including Apple TV and Amazon Fire TV—a trendy yet affordable option—leveraging tools that allow us to target based on user intent to purchase and content consumed online.
“We’re playing on the idea that we all need more time, whether to relax—finding the perfect show to binge, grabbing another latte—or spend more time on what matters most—family, a personal passion or the business you proudly own.”
Videos are quick, catchy and pique interest, presenting brokers in a fresh and modern way. They drive traffic to OntarioBrokers.ca where accompanying messaging lives—everything we couldn’t fit into a 15-second commercial.
I encourage you to follow our social channels for regular content—Ontario Brokers on Instagram, Twitter and Facebook. It’s for you to reshare with your networks to help boost our collective reach.
I’d also encourage including our #OntarioBrokers hashtag in your social captions and adopting #RestInsured to pull your content into this larger campaign, highlighting real examples of Ontario’s broker community in action.
Above all, I hope the campaign makes you as proud of being a broker as we are representing you, and you rest assured that the important work you do protecting consumers every day gets the attention it deserves.