Company: Sigortam.net,Istanbul,Turkey
Company Description: Sigortam.net is the first and largest insurance marketplace in Turkey, currently cooperating with 20+ insurance companies to serve 7 million unique customers. As Sigortam.net, our dream is to become the leading insurtech company in the region and create “peace of mind” for our customers.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Insurance
 Nomination Title: Sigortam.net ile Kafan Hep Net!
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
25.05.2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
We got the output that insurance is a complex and difficult to understand product, from the focus groups we conducted with Ipsos. We've seen that people want to buy the most appropriate coverage in addition to the affordable price in insurance. Customers want to be sure of the coverage and guarantees of their insurance when a problem is encountered, it's not just important that it's the most affordable. We renewed our website both in terms of design and infrastructure and cooperated with leading institutions in the field in order to provide the best service to our customers.We improved our technological infrastructure.Within the scope of our cooperation with METU and Hacettepe universities, we aimed to offer our customers products in different scopes according to their needs.We list the cheapest, most appropriate and most comprehensive offers thanks to the scoring method we developed with METU and Hacettepe.We strive not only to show the cheapest product, but also to show appropriate coverage for our customers at it's best price. At the quotation stage, we highlight 3 different options under the headings of cheapest, most comprehensive and recommended from the options listed thanks to artificial intelligence algorithm. We presented the details of the insurance purchase process, which is perceived as a complex product, to our customers in the simplest form. We have made the process simpler and more understandable for them.They can easily view the offers received from more than 20 insurance companies and initiate their insurance within minutes.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 243 words used.
We wanted to explain our new brand image to consumers with our agency. We worked on creative ideas by determining our brand messages. We worked with Cengiz Bozkurt, which we thought would match the brand image and the anti-character role in our advertisements.In our advertisements, we emphasized our brand with our colors very intensely, and we included our well-known and much-loved goat.We have prepared 3 separate films to give our messages.The first of these was our general film about the renewal of our brand and artificial intelligence technology. We made another film about health insurance and gave important messages such as coverage information and the opportunity of a personal consultant.And we completed the series with our automobile insurance movie.Our most important messages in the last movie were that we are available 24/7 and they can reach us in 3 seconds in case of damage.The first movie of our series, in which we gave our general messages, was broadcast on March 25 and then we released health and motor insurance, respectively.
After the creative process was completed, we prepared an extensive media plan to bring our films to the consumer. We aimed to reach large target audiences by using different channels such as TV, Outdoor, Radio, Digital and Social Media. Also, we increased the view of our film by collaborating with influencers. We had advertorial broadcasts in the TV competition program Survivor, which is very popular in Turkey.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2019. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 221 words used.
We received positive feedback from our communications. The number of customers we serve has exceeded 7 million. As a result of the brand research, in the healthcare population total spontaneous brand awareness increased from 39 to 52 and the total awareness increased from 70 to 70 . In the traffic/insurance population, the total spontaneous brand awareness increased from 51 to 66, and the total awareness increased from 69 to 81.We measured how much our ads were remembered and the result turned out to be above the norm. It is possible to say that we have ads that stand out among other ads and remain in the minds of the viewers. We have received many positive feedback messages and comments after our social media posts.
On our new website, we are highlighting 3 offers from dozens that we offered to the customers. We observe that the rate of our customers choosing among the products we highlight has increased. With our artificial intelligence algorithm, we make it easier for our customers to find products that are suitable for them in terms of price and performance. It is possible to say that there has been an increase in the demands after our ads. We observed an increase in our brand searches and site visits about the issues that we draw attention to and communicate.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 85 words used.
In the process, we worked with ipsos, an independent research company. We organized focus groups before and after our communications. We measured our brand scores after our advertising broadcasts. We observed an increase in all brand scores. At the same time, our awareness among general insurance sites in Turkey is 73%. In addition to awareness with our communications, consumers have increased site visits and our conversion rates have increased. We are the first and leading digital insurance platform in Turkey, and our research proves it.
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