Campaign details

Brand: RSA Insurance UAE
Brand owner: Royal & Sun Alliance Insurance Group
Lead agency: Edelman Middle East
Country: United Arab Emirates
Industries: Insurance
Media channels: Competitions & contests, Public relations, Radio & audio, Social media, Websites & microsites, Word of mouth, influencers
Budget: Up to 500k

Executive summary

In the oversaturated insurance market, investing in travel insurance remains a low priority for UAE residents despite the numerous trips they make every year. As a highly concentrated expatriate market, the UAE suffers from a low penetration of travel insurance. Edelman Middle East wanted to position RSA as an engaging brand, enhance its position among consumers and increase travel insurance sales. The team conceptualised a strategy that enabled RSA Insurance to show up differently and stand out from the crowd by launching a social-media led campaign that connected emotionally through storytelling with its target audience.