Insurance is one of the most notoriously challenging products to market. With seemingly thousands of options to choose from the customer can easily become inundated with small print jargon and complex information. Indeed according to research conducted by IFAonline.co.uk “customers find insurance terminology and information the most difficult to understand when compared to many other sectors including banking.”
In an effort to overcome this quandary GasanMamo Insurance has recently selected ICON to launch a new Facebook application that reaches out to the public accessible at www.facebook.com/gasanmamo. In the process they have become the first local insurance company to fully embrace social media in such a revolutionary way.
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It is notable that the Facebook application is a continuation of GasanMamo’s existing ongoing campaign (created in collaboration with Marketing Agency MPS). The video component of the campaign features a light-hearted use of bubble wrap in order to humorously display the extents that people go to to protect the things that they love.
The Facebook application created by GasanMamo Insurance and ICON helps people connect with the company further. The application is inspired by the concept of protection and bubble-wrap that people are already familiar with and encourages individuals to creatively apply it. The application is part of a competition which involves people taking a picture of their bubble-wrapped ‘world’ – be it bubble wrapping one’s laptop or getting creative with bubble-wrap art – and uploading it to the new application. The competition is then monitored by the company and a winner is chosen.
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Since the launch of the new Facebook application GasanMamo Insurance experienced a vast increase in the number of fans who like their business page which have almost doubled in the first week attracting over 700 votes on candidates’ images and still counting as the competition is still in its initial phase. By encouraging customers to share with their friends what’s important to them Gasan Mamo’s new application innovatively weaves the brand’s value into a user’s Facebook experience.