Project Brief
Massoun Insurance is a leading insurance provider in Qatar. With the upcoming Formula One Qatar 2023, Massoun saw an opportunity to reach a large and engaged audience to increase awareness of its brand, drive traffic to its website, and generate leads.
The campaign objectives were to:
- Increase awareness of Massoun Insurance among the target audience
- Drive traffic to Massoun's landing page
- Generate leads for Massoun
The Challenge
- Crowded market with other brands potentially leveraging the same events.
- The brand name is not as well known as other major players in the market.
- How to tie together the F1 and Masosun Individual product offerings together.
Idea/Insight
- Massoun Motor Insurance appealing to F1 enthusiasts.
- An opportunity for clients and potential clients to win tickets to the F1 Qatar
- Referrals via social media to drive followership and register details adding to first-party data.
Approach
- Offer the opportunity to win tickets in several specific ways
- Tier the opportunity and the likelihood of winning that correlates back to driving new sales/upgrades/referrals.
- Look to create high-impact and visually standout creatives across social platforms and select online platforms.
Campaign
Series of creatives both image and video to drive engagement and excitement around the F1 and the opportunity to win tickets.
The campaign focused on Facebook and Instagram primarily with Ads to drive leads using native lead generation of META.
Campaign to feature across all social platforms of Massoun Facebook, Instagram, LinkedIn and YouTube.
The campaign ads were backed with organic posts to create awareness with followers.
A call to action of driving people to a bespoke landing page that facilitated people registering their details to know more about the campaign.
Timely opportunity to drive traffic to the landing page with featured display ads on the CricInfo website during a high-profile international match.
Conclusion
Massoun increased its brand awareness within the local market.
Referrals across social media drove increased followership and increased future engagement.
The delivery and campaign methodology has created future blueprint for Massoun to increase its future business.