2018 OMMA AWARD WINNER
Online Advertising Creativity
Best Chat Bot
Buying insurance can be confusing, complicated and difficult to understand. According to a survey by FSCO*, over half of 25 to 34 year-olds and young families don’t have life insurance, and almost half who do say they don’t fully understand their policy.
By partnering with an engagement platform, RBC Insurance pioneered 3 first-to-market technologies for the insurance category to help millennials and young families understand insurance.
RBC Insurance’s Insurance assistant chatbot is a first to category delivered through digital display to help consumers find out about what insurance they need most, and where to find it.
Since expandable display cannot expand in all programmatic environments the campaign was delivered via their partner’s proprietary EasyTag technology, an insurance category first-to-market creative tag delivery system. The technology identifies iFrame, non-iFrame or SafeFrame code on publisher sites, dynamically delivering the appropriate expandable or non-expandable interactive ad unit.
RBC Insurance’s display-delivered chatbot, and use of EasyTag fed their real-time data strategy through a comprehensive first-to-market data pathway from the engagement platform. This let RBC Insurance quickly prospect, analyze, segment and re-engage audiences with fresh in-market data while creating new targetable audiences through their engagement platform, Adobe DMP and Google DBM tech stack.
RBC Insurance’s audience got the point. Overall, the campaign generated over 1 million data points and collected an audience of over 200,000 users.
The user engagement rate of 1.25% for the expandable display performed 62% higher than the platform’s Finance benchmark (0.77%) and 2.9X higher than the Google Display benchmark (0.32%).
The find a location/advisor feature converted at 6.57% which is 4.5X higher than the Google Display Finance and Insurance benchmark (1.19%) while 75% of users that engaged with the chatbot clicked-through RBC Insurance site to learn more.
of the users who engaged with the chatbot clicked through to learn more
higher completion rates compared to RBC Insurance's benchmark
more conversions that Google's insurance benchmark