THE CHALLENGEWhen FWD decided to take its brand digital, it became the first online insurance company in the region. Faced with the challenge that people are not accustomed to purchasing insurance policies online, the brand took the matter in its stride, launching its website and e-commerce platform featuring a larger variety of insurance products to drive sales.
First, an analysis of FWD's business objectives was carried out, along with several workshops with the FWD team to understand the brand's interests and positioning.
Secondly, an in-depth research study was conducted to identify FWD's consumer needs and gain insights for the e-commerce platform, web development and integrated digital plan including media, social and influencer strategy.
A multi-channel strategy including influencers, blogs, Instagram and Facebook was then used to drive traffic to FWD's e-commerce website and encourage people to purchase insurance policies online.
Home Insurance increase
Travel Insurance increase
Flight Insurance increase
Within the first 5 months of the launch, the campaign brought an increase of 163% in the sales of home insurance, 127% increase in sales of Travel Insurance and 83% increase in flight insurance sales – a remarkable achievement for the region’s first online insurance provider.