swiftcover.com: Customer acquisition
An online success story, swiftcover.com's customer
acquisition has been fuelled by search-inspired online
advertising and strong offline support
Background
Launched in 2005, swiftcover.com was the first ever
online-only car insurance provider, promising no call centres and
low cost quotes within 60 seconds. It offers customers a quick,
hassle free way to buy insurance and its revolutionary approach has
made it an online success story.
STEAK has worked with swiftcover.com since its launch,
driving response through digital media, including paid search,
display advertising, affiliates and mobile marketing, to deliver
quotes, and ultimately, sales.
Work
At the heart of STEAK's approach have been three core
principles:
Integration
- Consistent messaging across media channels, online and
offline
- Search-inspired communications - STEAK's PPC testing
found the highest-converting messages which were then used in
above-the-line advertising
- Close working relationships with all swiftcover.com's
agencies
Analysis and optimisation
- Exposure to conversion analysis to understand the impact
of different media
- Competitor research to benchmark share of voice, and
online reputation tracking to monitor perceptions
Innovation
- First display ad enabling a quote to be obtained directly
from the banner
- First financial advertiser on Spotify, the legal, free,
streaming music player
- First mobile website to offer car insurance quotes
directly to a mobile phone
- New brand formats including sponsorship of Top Gear on
YouTube
Results
Through paid search, display and affiliate activity, STEAK
has delivered a 551% increase in sales whilst lowering CPA by 19%.
More broadly, STEAK's partnership with swiftcover.com has helped
them acquire one million customers and grow from launch to market
leader.