MRAS asked us to build brand awareness and generate leads in a previously untapped sector of its market.
As the technology development and innovation division of Munich Re, MRAS is where deep knowledge of the insurance market and an understanding of the latest tech comes into its own – as we showed with this multi-channel content and digital marketing campaign.
Munich Re Automation Solutions is a division of one of the world’s largest reinsurers and stands at the forefront of the digital revolution in the insurance market. Naturally it wanted to maintain its position among top-tier insurance firms. But it also wanted to build brand awareness within the mid-tier market, with a reputation as a company that continues to innovate. The campaign focused on an original whitepaper developed by our copywriting and design teams, titled Destination AI. We used the paper to introduce the concept of the fifth generation of automated underwriting to a global audience. We then pushed details of the paper out through Google Display, paid search and LinkedIn, developed blog posts with content that was optimized for keywords, and developed country-specific landing pages – all while capturing leads for MRAS.
Results we’re proud of
Leads captured in first 24 hours
Pieces of media coverage worldwide in first two months
Combined impressions from paid activity and organic social in the first two months
All in the details
Both our finance, technology and digital specialists worked on our whitepaper strategy for several months. But the impact was instant: after 24 hours we had capture more than 50 leads. After five days, we had more than 150.
The paper and its ideas were picked up by top-tier media around the world. Forbes, The Asset, Asia Insurance Review and BNamericas all covered the story, putting it in front of key decision-makers. The whitepaper has since been translated into both Japanese and French.
Using forward-thinking imagery that complimented the content of the whitepaper, the whitepaper design and accompanying social media visuals were impactful, resonating with the audience and contributing to the success of the campaign.
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