swiftcover.com: Mobile marketing
Mobile car insurance quotes from swiftcover.mobi
Background
In 2005 swiftcover.com launched as the UK's first 100%
online car insurer. Three years later, STEAK helped them become the
first car insurer to have an interactive mobile site, consolidating
their brand positioning as an innovative thought leader. The .mobi
site provides live quotes in under 60 seconds direct to a mobile
phone - perfect for customers in a car showroom wanting to compare
insurance, as well as commuters, people on the move, or anyone who
wants a valid quote without dealing with irritating call
centres.
Work
Using mobile display advertising and mobile paid search,
supported by an offline campaign driving users to the mobile site,
STEAK generated thousands of mobile quotes at under 50% of the
target cost per quote.
Having worked with swiftcover.com for several years, STEAK
was able to use learnings from previous digital campaigns and
knowledge of top performing ad copy to inform the PPC and banner
messaging. Every element of the mobile site was tracked to enable
continual improvements to its usability and customer
experience.
Results
Overall, for the eight months of the campaign, a return on
investment of 1,350% was achieved. The campaign attracted attention
and praise throughout the mobile and financial services industries
and generated almost £25,000 worth of media coverage for
swiftcover.com.
In addition STEAK succeeded in:
- Setting a benchmark for the delivery of financial
services products and services online
- Continuing swiftcover.com's heritage for creating
industry 'firsts'
- Positioning swiftcover.com as innovative and cutting
edge
- Disproving the theory that mobile is best suited to
younger audiences or just entertainment brands