RIAS WINS MARKETING CAMPAIGN OF THE YEAR ACCOLADE
2010 UK Broker Award for RIAS’ new brand repositioning and expert differentiation.
Specialist over 50s insurance provider RIAS is celebrating after winning the ‘Marketing Campaign of the Year’ category at the 2010 UK Broker Awards. The award recognises the company’s integrated ‘Better with Age’ campaign following the launch of RIAS’ new brand proposition, identity and strapline, which differentiated RIAS as a brand that goes beyond just price, understanding and listening to its diverse over 50s audience.
The UK Broker Awards, now in their 17th year and the UK’s only insurance broker-focused industry awards, recognise excellence and innovation in the UK insurance broking sector, from small local brokers to strong regional and national companies.
RIAS’ new brand was launched to market last September through a combination of press, online and TV advertising, featuring the positive real life stories of three over 50s who all have achieved something extraordinary since they turned 50 years old. The campaign focused on product choice, the ability to tailor cover to meet customer needs, and that over 50s’ experience should be recognised and celebrated.
The judges were impressed that RIAS took an existing, successful brand proposition and achieved their objectives describing it as “a professional and thorough market re-positioning, followed up by a comprehensive marketing strategy”.
Janet Connor, Managing Director at RIAS comments: “We are absolutely thrilled to win the ‘Marketing Campaign of the Year’ category. External recognition is always fantastic and it has also highlighted the success of our new brand proposition, identity and strapline. By creating a new vision and identity that would help drive the business forward, we achieved standout in a competitive market through the use of real people, black and white photography, and strong primary colours of RIAS red, white and black. We further built upon this success with a 2010 regional brand campaign in the Central TV region, which firmly increased brand awareness and consideration and positively improved over 50s’ perception of RIAS and its product range.
“Our brand has really evolved over the last year and we are focused on providing choices and treating our customers with respect, whilst offering value for money products. RIAS has experienced continual growth, supported by our new brand identity, vision and proposition, raising our profile and making significant strides to fulfilling our ambition of becoming the first choice retailer for the over 50s by 2014.”
This is the latest award that RIAS has won during 2010. Recognition in 2010 has included ‘Personal Lines Broker of the Year’ at the British Insurance Awards, ‘Most Trusted Home Insurance Provider’, the ‘Best Home Insurance Provider for Customer Service’, and the ‘Best Overall Home Insurance Provider’ at the Daily Mail’s personal finance site, thisismoney.co.uk awards, and being named as a ‘Top 2 Car Insurance Provider’ in the Auto Express Driver Power Survey. In addition, RIAS has just been announced as a finalist in the ‘Personal Lines Broker of the Year’ category at the Insurance Times Awards, announced in December.
Pictured left to right: Stand up comedian Alun Cochrane, Janet Connor and a representative from award sponsor Ignition.
For further information, please contact:
Lucy Pope, Consumer Communications Manager, RIAS on 01202 254445 or email lucy.pope@ageas.co.uk, or Blair Catchpole, Consumer Communications Executive on 01202 254489 or email blair.catchpole@ageas.co.uk.
About RIAS
RIAS was established in 1992 and is a specialist award-winning provider of insurance products for the over 50s age group.
Part of Ageas (Insurance UK) Limited, RIAS has nearly a million motor, home and travel insurance customers and employs over 1,100 people across two UK sites. RIAS negotiates with a panel of insurers to secure competitive, value for money products.
As a leading provider of award-winning personal and commercial lines insurance solutions in the UK, Ageas has a successful customer-centric strategy, founded on aligning its activities to how customers want to buy insurance, combined with delivering high quality products, manufactured at costs better than market norms.
Ageas recently changed its name from Fortis. This change reflects Ageas’ status as a stand alone international insurance group, following the disposal of its banking assets in 2009.
Insuring in the region of 7.6 million customers and working with a range of partners, Ageas is recognised for delivering consistent and high-quality customer experiences. In 2009, its non-life profit before tax and interest was £29 million and its non-life GWP was £805 million.