Overview
The Bind & Fly incentive campaign was created as a result of a $100M growth challenge put forward by Intact Insurance’s executive committee. Participating brokers who bind a commercial lines new business policy of any value during the contest period are automatically entered for a chance to win an all-expenses paid trip to the Intact Insurance Commercial Lines Forum at a mystery location in the U.S.
Commercial lines’ target as part of the $100M growth challenge was $5M in direct written premium growth.
Design concept
We wanted the look of this campaign to be a balance between corporate and fun. The first piece to be developed was the main banner for use in email teasers in advance of the campaign launch. From there, numerous other elements were developed featuring line iconography and illustration.
Iconography
Email communications
Below is a variety of email comms that were designed to inform brokers about this campaign. The range from contest overview emails, to launch emails and once the campaign began we sent participating brokers monthly update emails tailored to the individual, showing how many policies they had bound.
Destination reveal
The destination for the grand prize was kept a secret from participants until mid way through the campaign. To help reveal the destination i thought it would be fitting to utilize the style of iconography that I created originally and create a new icon in the shape of Austin, Texas (the destination). I then animated the icon so that it would reveal the location when a participant opened their email.
Cookie box template
Cookie graphics
Results
The Bind & Fly campaign was a huge success. It generated $49.3M in bound premium, almost 10 times what the target was and almost half the overall $100M growth challenge target for the entire company.
3,564 brokers participated from 960 brokerages across Canada. These brokerages wrote 36.7% more business than they did in 2022.
