London Makes it Possible Ad Campaign



All Work

The Challenge

To raise awareness of London’s insurance markets to a high-profile U.S. audience, using the campaign London Makes It Possible. This campaign was designed to educate and inform insurance specialists of the depth and range of services available in London.

Our Response

We delivered a multi-touch point digital campaign that reached the target audience at key moments in their professional lives.

For broad awareness raising, we created ads for high profile insurance news sites, which the audience would see when reading insurance news or researching trends. We used content on LinkedIn to inform the audience of key services while they were looking at the insurance community. And finally, a search campaign ensured LMIP’s presence when the target audience was specifically looking for insurance services.

Our response took the audience from awareness through to action, ensuring they knew about LMIP by the time they come to search for insurance services.

Studio Logo

Billboard Advert

MPU Advert Frames

Media Strategy

As LMIP was new to digital advertising, we deployed a test and learn strategy, which we built on over a number of phases.

  • Phase 1

    Direct Site Buys across leading U.S. Insurance websites: Property Casualty 360 and Insurance Business. These are context safe environments where we knew we could reach the right audience and look to grow traffic.

  • Phase 2

    Further Direct Site Buys. We deployed learning from Phase 1 to optimise the activity.

  • LinkedIn

    We ran a focused strategy campaign, reaching insurance specialists, insurance brokers (marine, aviation etc) and insurance underwriters, layering on geo targeting. We used video content to educate and inform the audience.

  • PPC

    This was key for target audience research habits and mobile usage. Our test campaign worked across brand and generic terms, testing multiple messaging.

LMIP Targeted Campaign

The Results

Each of the campaign elements outperformed the expected KPIs. The test and learn strategy provided a wealth of data that will be used for future campaign planning and creative insight. This has enabled LMIP to expand communications planning to other regions, supporting their growth strategy for 2020 and beyond.

All Work