Case Study: #bibafever

The problem

LV (2013, 2014) and more recently Markerstudy (2015) needed to engage and promote their products to brokers attending one of the biggest broker trade shows in the insurance industry BIBA. They needed to ensure that their time at the conference was as beneficial and financially successful. With more than 3500 attendees attending the BIBA conference the question for them was ‘how do we differentiate ourselves from our competitors?’.

The Solution

#bibaFever was launched in 2013 as the new irreverent, informative and most importantly “fun” 4 part video series focussing on the 2013 British Insurance Brokers’ Association conference.

Over the last 3 year’s #bibaFever has taken a sideways look at the preparation that goes into putting the conference together for both the organisers and exhibitors; asked what the brokers really want from it; caught the buzz and excitement of the event; and then reflected on the take-aways.

The series allowed our sponsors LV (2013, 2014) and Markerstudy (2015) an opportunity to engage and promote their products to the brokers attending the conference in an exciting way, whilst branding themselves alongside innovative delivery of content through the videos, social media and in the 2015 edition, the scribbleLIVE platform.LV&MS

  • Brand awareness
  • Thought leadership
  • Lead generation
  • Product and people promotion

 

The Result

Over the years #bibaFever has included some high profile interviews, covered all of the top stories coming out of the Biba conference and generated viewing numbers of almost 1,000 views per episode. #bibafever gained more tweets than the official biba conference hashtag, with brokers and exhibitors sharing comments and pictures throughout the conference week.

“By supporting Incisive’s BIBA Fever campaign, Markerstudy gained an excellent platform to engage with its target audience at the most important event in the insurance calendar. Skilfully executing a dynamic mix of topical and quirky content, POST and Insurance Age once again provided the most thought provoking commentary surrounding BIBA 2015.”
Lizzie Smith-Foreman, Group Head of Marketing and Communications