Wednesday 30th March 2022 - The Institute of Promotional Marketing (IPM) has a proud heritage of recognising outstanding work in the UK’s promotional marketing and brand activation industry. Award winners represent tremendous examples of incentive, loyalty and engagement campaigns. They exist to champion the collaborations between brands, and agencies, with a particular focus on how brand partnerships can drive revenues and customer engagement. They reward only those who are truly disruptive containing outstanding examples of both strategy and creative.

John Sylvester, IPM Director, commented, “We have been delighted to see so many first-class entries to the 2021 awards, demonstrating resilience and inventiveness across our industry. In particular, of those who have risen to the task of persevering through such challenging times.”

‘Your Life’ was born out of a desire to take what is traditionally a dull category with little differentiation and produce something that would stand out and entertain while also educating our audience about what GAP Insurance is.

As a mother of three and recent new home owner, Louise Boyce aka @Mamastillgotit_, was the perfect brand partner, with access to a highly engaged following of fellow conscious-decision-making mothers. We set Louise a challenge, to find a replacement for her vehicle, using only the money she would have received if it was written off or stolen. Louise struggled to find a suitable replacement for her large family and in the end, had to compromise on space and other features she heavily relied on for convenience.

The social media campaign showed Louise’s everyday struggles in a humorous, yet worryingly relatable way, when the convenient features that she had once taken for granted had to be sacrificed as a result of not having ALA GAP Insurance.

By leading with the emotional benefits of vehicle ownership, it gave space to deliver the rational benefits in a way that was authentic and didn’t feel forced.    

As a result, 'Your Life’ completely transformed how ALA Insurance communicated with and acquired customers, setting precedent for how the insurance industry should utilise Instagram for brand differentiation and sales.  

• 6.6% brand channel engagement rate (average of top ten Insurance brands 1%)  
• 99% positive / neutral brand sentiment
• 74% watch rate across the films
• 31% click to quote conversion rate
• 9.25% ROI

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In a world of lacklustre, price-led campaigns from other GAP Insurance providers, ‘Your Life’ has real cut through. Emma Critchley-Lloyd Founder of BIG little LDN comments, “We are absolutely chuffed to bits. This campaign was conceptualised during one of the toughest times the creative industry has faced so is a reinforcement of the incredible talent and team spirit we have within our agency. It also recognises and rewards our clients at ALA Insurance for investing in a marketing tactic that was new to them, at a time when other brands were cutting back. The greatest risks really do produce the greatest rewards.

Being a winner amongst such an esteemed list of brands and agencies is a fantastic feeling and I’m so proud of what the team has and continues to achieve.”

What the client says.