RSA’s search for the UAE’s unluckiest traveller

RSA, an insurance company, developed a strategy that enabled the brand to stand out from the crowd by launching a competition-led campaign to find the UAE's unluckiest traveller.

Campaign details

Advertiser: RSABrand: RSAAgency: EdelmanCountry: UAE

Summary

In the highly oversaturated insurance market, investing in travel insurance remains a low priority for UAE residents despite the numerous trips they make every year. Given the lack of creative campaigns within the insurance sector, Edelman DABO wanted to position RSA as an engaging brand and enhance its position amongst consumers. We conceptualized a strategy that enabled RSA Insurance to show up differently and stand out from the crowd by launching a campaign that connected emotionally through storytelling with its target audience.

In July 2016,...

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