UIA provides low cost home insurance for members of trade unions. Being a mutual, UIA had been using a proposition based on ‘Insurance with Principles’ to suggest trade union members would prefer dealing with an organisation that reinvested profits for the good of its members.

The task is to generate requests for home insurance quotes amongst trades union members for whom UIA provides insurance at special rates. Campaigns are driven on a national scale through press advertising, direct mail and email although cost comparisons are tailored to regions. National campaigns are also supported on a local level by activity based around union branches. We first developed a more compelling brand proposition and then set about cutting production costs. These measures improved ROI by 26%. Since then, we’ve fine tuned selections, tested online advertising, improved our search rankings and developed a strategy for email.

“They are a genuinely nice bunch of people. They are not hung up on (in our opinion) over elaborate processes and procedures and deliver very ‘responsive’ work at very good value. They care about the work they do and what it delivers for us as a client.”

Steve Ansell, UIA Insurance