The Swinton Mystery Tipper: Winning entry form for the IPA Effectiveness Awards
by Adrian Rowe
We’re extremely proud of our work on the Swinton Mystery Tipper, especially as it has garnered the agency an armful of awards from two DMA Awards to two ISP Awards and two IPA Effectiveness Awards. We’ve had quite a few people ask to see our winning entry form… so here it is!
CONTEXT AND MARKET BACKGROUND
The insurance sector is a complex and increasingly challenging marketplace. For most of us, insurance has always been a distress purchase – something we grudgingly concede we need to have, and resent the increasing premiums. Three key innovations in the last decade have had a significant impact on the broader market. The launch of Direct Line’s online insurance offer, in 1999, following the formula of its breakthrough approach to offering insurance by telephone a decade earlier, forced every insurer and broker to reassess their approach – here was a company that made buying insurance simple and fuss-free, cutting out the middle man and talking everyday language. This sparked an extended period of discounting in the sector that still has ramifications today.
Red C’s work for the Swinton Mystery Tipper scooped a Gold in Financial Services and a Bronze in Business to Business at the 2009 Institute of Sales Promotion (ISP) Awards. The Awards, which honour the most creative and effective campaigns promoting sales, or changing behaviour, across all media channels, culminated in a spectacular ceremony at the London Hilton, Park Lane.
