RBC Insurance

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.

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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.

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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.

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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.

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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%).

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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.​