Table of Contents 6 2012 OVATION Awards Winning Entries

1. Increase Net Premium Written (revenue) by 15%
2. Increase our Combined Operation Ration (profit) by 5%
3. Retain our above‐industry‐standard submission to quote and quote to bind ratios
4. Retain 100% of RSA and GCAN staff essential to growing our business
5. Increase visits to our Broker site www.rsabroker.ca (our advertising CTA) by 50%
Key theme
We came up with the concept of "We're Big On....". We used stories about Canadian business and
cultural icons that have been insured by RSA to describe the scope of our contribution to building the
history and fabric of the country. We also pointed to our client list of big Canadian brands such as the
TSX Top 100 to make it concrete. For instance, we highlighted our client, GoldCorp, a top global gold
producer and we celebrated their own "big" achievements in addition to our own.
Creative Rationale
We needed a literal "BIG" idea that played off the fact that RSA is a big insurance player in Canada, and
we partner with the biggest Canadian companies on big commercial projects that are big icons in
Canadian culture. Underscoring our actual size, our value proposition is also expansive: from our
products and expertise to our brilliant service and claims experience.
We also knew that to drive it home, the medium really needed to be the message. We needed to say
"BIG", but we needed to do so in a grown‐up B2B way. We also had to appeal to the ego and confidence
of our target audience and make them feel a sense of pride in being connected with RSA.
We used sophisticated black and white photography for iconic images of engineering wonders such as
the CN Tower and the Confederation Bridge against the bold purple RSA brand backdrop. The headlines
and CTAs created a tone of connection evoking the partnership between RSA and GCAN, our clients and
our broker partners. Aimia Incorporating Carlson Marketing Traditional trade publications (the staple
media of commercial insurance) alone weren't going to cut it.
Instead of limiting ourselves to the usual Broker trade publications, we also went into full‐page ads in
the Globe and Mail as well as other key national and regional print and online media. We wanted our
customers and broker partners to be "floored". And they were!
Building momentum internally was key. We invested in engaging the sales force with tools to set them
up for success. We activated the campaign internally to support the transition to one business under
one brand. And we went "Big" with an all‐employee campaign that pumped up our collective sense of
pride in the entire initiative.
Results
In a B2B environment, relationships with key decision makers and partners is huge. We received
consistently positive anecdotal feedback from our staff, clients and broker partners. And the numbers
echo our positive relationship momentum. We achieved millions of media impressions. We increased
site visits to www.rsabroker.ca by 85% during the first month of our campaign, (versus our goal of 50%)
and 70.53% of visits were new visitors to the site.