RIAS: How WPN is helping one of the UK's leading insurers connect with its core market

RIAS is one of the leading 'Over 50s' insurers in the UK, with more than 800,000 customers.

With one of the most skilled call centres in the UK, getting the phones ringing with people asking for home insurance and motor insurance quotes is vital. We identified early on that people who are chronologically 'over 50' don't see themselves as 'old'. It quickly became part of the creative treatment to ensure that the target market didn't see themselves as talked down to. Indeed, there are significant advantages to being a 'younger older' - and RIAS may well be able to give the target audience a cheaper home insurance quote because they are more responsible. WPN have worked with RIAS to develop new advertising that prompts those calls; as well a creating new policy documentation and follow-up strategies to convert the unconverted calls.