The Insurance Brokers Association of Canada (IBAC) has announced the rollout of a new advertising campaign meant to help change the way consumers view insurance and the brokers they deal with.
IBAC’s new campaign hinges on a new, powerful slogan: “The world doesn’t work without insurance. And insurance works best with an insurance broker!”
“If you think about it, the economy will grind to a halt without insurance,” explained IBAC president Linda Dolan. “Everything we rely on, from industry and commerce to housing and transportation, couldn’t operate. Insurance brokers ensure that families and businesses get expert advice regarding the coverage that works best for them, so they can go about their lives with security and peace of mind.”
In a release, IBAC said that the new campaign was developed under the creative direction of Agency59. It launched earlier this week, comprised of a national television, social, and digital marketing approach, with the three elements driving traffic to a “Broker Benefit” landing page that explains the advantages of working with a broker.
“IBAC is proud of our latest national advertising campaign,” said IBAC CEO Peter Braid. “We believe that it will respond to the priority of talent attraction by elevating the insurance industry generally and the broker profession specifically. No-one has positioned the importance of insurance, or insurance brokers, in quite this way.”
The new commercial may be viewed on IBAC’s YouTube channel.
Last week, IBAC unveiled the results of a study it had commissioned which looks into the advantages of connectivity between the application programming interfaces (API) of brokers and carriers. It found that connectivity dramatically increased the accuracy of insurance broker quotes, saving as much as 10% of the total time it takes to traditionally quote.