With customer numbers declining, and the danger of cannibalising customers from fellow IAG brand AMI, State needed something that would aid retention, trigger more engagement and attract new customers, by tapping an insurance wary audience.

The answer? Insurance for too busy lives. This new positioning was launched to existing customers, and then through targeted dynamic creative, to people around the country who looked like they might be too busy.

In order to deliver cut-through and create relevance, State needed to empathise with the exact busyness situation the audience was experiencing at the exact time they saw comms.

State’s tone and visual style were overhauled. The new language was structured like a to-do list or a rushed txt, the language of super busy people, short no time. This was paired with a super simple design style, using clear illustration and bold type to bring the ‘language of no time’ to life.

Every asset was crafted to ensure it was bold, clever and un-insurance-y, ready to cut through a cluttered market and trigger a one-to-one conversation.

Day, time and location data with device, online behavioural and contextual data were utilised to shape creative messaging and ensure State were talking directly to every user who saw them. 665 different, highly targeted and personalised messages were delivered.

Beyond digital display, geo-targeting was leveraged in Digital-out-of-home and both weekday and daypart for AV, print, radio. Social activity responded to current events in a timely manner, further displaying audience empathy.

An ideal insurance company would relieve some of busy people’s stress, make them feel calm, be on their side, and recognise their personal situations. State proved they fitted the bill, with an incredibly successful. Customer feedback was almost universally positive and engagement rates reached new highs. State’s sales results improved significantly, delivering an impressive ROI for the campaign.