This is a copy of an advertising proposal for Blue Insurance’s new 2 year car & home products through digital only channels. The pitch consisted of a 25 minute presentation to the Head of Marketing where we presented our creative and execution plan.

1. Blue Insurance Pitch
Corvus | The Digital Agency
1

2. Our Agency
2

3. The Industry
Car
€880 Million
1.8 Million
25% Switched Last Year
232,000
Home
€505 Million
1.5 Million
13% Switched Last Year
108,000ABC1s
3

4. IN THE NOT TOO DISTANT PAST…………….
THIS WAS A COOL CAR
THIS WAS A POPULAR TV SHOW
THESE WERE POPULAR HAIR STYLES
THIS WAS A MOBILE PHONE
4

5. IN THE NOT TOO DISTANT PAST………..
THIS WAS THE IRISH FAMILY
5

6. BUT THAT WAS THEN…..
THIS IS NOW……
6

7. “Modern Family” the Series
7

8. THE IDEA
The need to protect your family hasn’t changed, but what we deem family has.
8

9. WHY LEAD WITH THE SAME SEX FAMILY?
• The company website states it is "supports equality", this statement is
located in prime real estate under the company logo.
• Academic research which evaluates the impact of homosexual imagery in
advertising on heterosexuals show that using lesbian imagery offends
neither male or female heterosexuals (Um Nam-Hyun, 2014)
• The potential amplification of the ad via social shares and online PR due to
the nature of the content.
• The topical idea of the gay family due to the recent Marriage referendum.
9

10. Execution
• How are we going to do this?
Awareness
1. Display Placements
2. Facebook
3. YouTube
Intention to Purchase
1. Paid Search
2. AdRoll Retargeting
10

11. Display Placements
• Product Launch Week
• Goal – Reach & Frequency
• Guaranteed Premium Position
• ABC1 Visitor Profile
• Animated Billboards | Homepage Take Overs | Mobile Banner
11

12. Display Placements
Media Format Impressions CTR CPM Total Spend
Entertainment.ie HPTO 100,000 0.32% €15 €1,500
Donedeal.ie HP Billboard & Mobile 600,000 0.55% €6 €3,750
Daft.ie HP Billboard 150,000 0.32% €8 €1,250
Daft.ie App Mobile App 100,000 0.32% €5 €500
Journal.ie Mobile App 50,000 0.32% €15 €750
Total 1,000,000 0.32% €7.75 €7,75012

13. Display Placements
13

14. Facebook
• Largest SNS in Ireland with 52% share.
• Lookalike Targeting Available
• Drive Awareness
Metric Value
Impressions
1,200,000
Clicks 2,868
CTR 0.24%
CPM 1.67
Cost €6,000
14

15. Youtube
• 2nd largest SNS in Ireland with 35%
share.
• 40% Visit Daily & 80% weekly
• 15 Second In-Stream Ad
• Delivered Jun - Aug
Metric Value
Avg Cost Per Views €0.06
Avg Daily Views
1,100
Avg Total Views
100,320
Budget €6,000
15

16. Intention to Purchase
16

17. Search
3 Main Goals
• Drive awareness of the Blue Insurance brand in the car & home insurance market.
• Generate leads by directing users to the quote engine.
• Generate online sales of car & home policies.
How:
• Tactical & Measured Approach
• Display Key Benefits
• Target Competitor Keywords
17

18. Budget
• Monthly Expected Return & Success Metrics
Campaign Budget CTR
Benchmark
Conversion
Rate
Expected
Conversion
Rate
Cost per
Click
Total
Clicks
Conversions
Car 50% €1,000 3.45% 6.12% 7.00% €3.92 255 18
House 30% €600 3.40% 6.12% 8.00% €8.04 75 6
Brand 20% €400 2.00% 6.12% 6.00% €1.75 228 14
Total €2,000 6.81% €3.58 558 38
18

19. Adroll : retargeting
Goals:
• Drive Direct Response
• Improve Conversion Rates – Target the Non Converters
• 68% of consumers get 3+ quotes
• Display & Facebook Ads
• Interactive Rich Media
“The right message to the right person at the right time”
19Deloitte Consumer Insurance Survey 2013
Impression CTR Clicks CPM Total Cost
7,200,000 0.32% 23,040 €2 €17,250

20. Adroll : retargeting
20Deloitte Consumer Insurance Survey 2013
MPU &
Half Page
Billboard &
Leaderboard
Mobile Banner
“The right message to the right person at the right time”

21. Thank You!
Questions?
21

22. Appendices
22

23. 23

24. 24

25. 25
Website Audience Profile
Display
Type
Size
AVG
Impressions
CPM Cost
Entertainment.ie
62%: ABC1
HPTO
970x250
100,000 €15.00 €1,50083%: 15-44 Years
Wallpape
r
54%: Main Shopper
DoneDeal
26%: 25 – 34 years
HP
Billboar
d and
Mobile
970x250
600,000 €6.25 €3,750
23%: 35 – 44 years 320x50
16%: 45-54 years
Users spend: on average 16 minutes on site.
Mobile traffic: is up 73% year on year
Largest Mobile Platform in Ireland
Daft.ie
77%: ABC1 HP
Billboar
d
970x250
150,000 €8.33
€1,250
(Per Day:
Fixed
Position)
25%: 25-49 Years
53%: Current Homeowners
Daft.ie App
Users view on Average 32 pages per visit Mobile
App Ad
320x50
100,000 €5.00 €500
100% Direct Traffic
The Journal
86%: ABC1
Mobile
App Ad
320x50
50,000 €15.00 €750
53%: 25-44 Years
In the top 5 Free App's on App Store.
Users spend on average 8 minutes per visit

26. 26
June July August Total
Search €2,000 €2,000 €2,000 €6,000
Placements €7,750 €0 €0 €7,750
YouTube €2,000 €2,000 €2,000 €6,000
Facebook €2,000 €2,000 €2,000 €6,000
Retargeting €3,500 €7,000 €6,750 €17,250
Adroll Fees €250 €750 €1,000 €2,000
Total €17,500 €13,750 €13,750 €45,000

27. 27
CLIENT: Blue Insurance
MEDIA PLAN June - Aug 2015
CAMPAIGN: Digital/Online
PRODUCT:
Car & Home Insurance
BUDGET €45,000
Media
Campaign Type Targeting Format/Size (W) x (H)
Avg Avg Avg Avg Avg Avg Avg
Total Spend
Jun-15 Jul-15 Aug-15
Imp's views Clicks CTR CPM CPC CPV 8 9 10 11 12 13 14 15 22 29 6 13 20 27 3 10 17 24
Adwords - Search Search Marketing Keywords, User
Cookies
25 Character Headline, 50,847 1,500 2.95% 3.30 €6,000
35 Character Body Text 1,
35 Character Body Text 2
Managed Placements - Display
Reserved
Inventory Theatre and Arts
Entertainment.ie Display HPTO 300x250, Wallpaper, 970x250 100,000 320 0.32% €15.00 €1,500
Donedeal.ie Display HP Billboard & Mobile 970x250, 320x50 600,000 3300 0.55% €6.25 €3,750
Daft.ie Display HP Billboard 970x250 150,000 480 0.32% €8.33 €1,250
Daft.ie App Display Mobile App 320x50 100,000 320 0.32% €5.00 €500
Journal.ie Display Mobile App 320x50 50,000 160 0.32% €15.00 €750
Facebook Ad Exchange Unpublished Post Desktop & Mobile 1200x627 Image, 1,200,000 2868 0.24% €1.67 €6,000
Demographics,
Location, User
Interests
50 Character Title Text
500 Character Body Text
YouTube videos - in-stream Video
Demographics,
Location, User
Interests
Recommended formatting
100,320
301
0.30% €0.06 €6,000
Cookie Based
Retargeting
Container: MP4, Audio codec: AAC-
LC
Video codec: H.264, Ratio:16:9
426x240, 640x360, 854x480, 1280x
720
1920x1080
AdRoll - Display Retargeting General Web User Cookie Based
300x250, 300x600, 728x90,
160x600
Animated SWF or GIF
AdRoll - Facebook Retargeting
Unpublished
Posts User Cookie Based 1200x627 Image,
50 Character Title Text
500 Character Body Text
AdRoll - Display & Facebook
Forecast Total Forecast 7,200,000 23040 0.32% €2.40 €17,250
Adroll Fees Retargeting Fees Charged Monthly €2,000
TOTALS 9,450,847 100,320 32,289 0.63% 54 3 €45,000