Insurance and meerkats

What do insurance and meerkats have in common? On the face of it – very little. For comparethemarket.com, the well-known insurance aggregator, the combination has proven to be extremely successful and has captured the public’s imagination. The campaign achieved its 12 months targets in just 9 weeks and Aleksandr, the main character, has his own Facebook fans, is followed on Twitter and has received numerous marriage proposals.

Comparethemarket.com, or should that be Comparethemeerkat.com, was just one of the advertising campaigns reviewed by Dr. Julie Robson at a recent presentation on “Changes in Insurance Advertising” for the Bournemouth Insurance Institute.

Julie’s talk examined how advertising content, structure and style have changed over time. Beginning with one of the earliest forms of insurance advertising, as early as the 1700s, where fire insurance plaques were placed on the front of the insured’s building, signifying which company the property was insured with. She then tracked through the decades of change in advertising to today’s advertisements looking at visual prominence; the use of puns, metaphors and ambiguity; emotional vs. rational appeals; and the increasing use of digital technology within the sector.

Julie also examined what advertising works in a recession and how to get the most from your marketing budget before going on to look at some of the trends for the near future.

The Insurance Institute of Bournemouth has over 1,000 members and is part of the Chartered Insurance Institute (CII), the leading professional body for the global financial services profession.

Dr. Julie Robson specialises in financial services marketing. She has presented her research at internal conferences and published in academic journals on a range of marketing topics in the banking, insurance, broker and Islamic finance sectors. She has secured grants from the ESRC and HEIF to support this work and is on the editorial board of the International Journal of Bank Marketing. Julie is currently Chair of the Qualifications Examination and Assessments Committee of the Chartered Insurance Institute (CII) and a past President and current Education Secretary for the Bournemouth Insurance Institute.

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