The awards, which were open to all businesses operating in the UK insurance markets, celebrate the very best, most effective, innovative and creative marketing campaigns in the UK insurance industry.
For this particular award, the judges were looking for entries that demonstrated innovative, original and fresh thinking to raise awareness of their brand or break into a new niche.
La Playa’s Chocolate Teapot campaign, with the strapline “Is your insurance as useful as a chocolate teapot? Pointless, inadequate, can’t take the heat?”, for their Media, Arts & Entertainment practice, combined playful and high-impact direct mail with digital content marketing. This included the re-launch of their website, SEO, social media, email marketing, live chat and blog posts.
Juliet Allan, Marketing Director at La Playa, was presented with the award last Friday, 26th June 2015, at an awards ceremony held at The Grange St Paul's Hotel, London.
“We wanted to highlight the importance of getting specialist insurance that actually performs when put to the test, rather than just going into ‘meltdown’ when you make a claim. So the chocolate teapot was a great analogy!
"Being playful is a big part of the way we work – it helps us get our message across and to differentiate, and it means we enjoy our work more. People are a lot more likely to respond to ‘Did you get the chocolate teapot?’ rather than ‘Do you want to buy some insurance?’. We’ve had a lot of fun with it, and the award makes us very proud."
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