We’ve given you the lowdown on MCL InsureTech’s expansion, which sees the digital insurer bring its flagship brand Its4Women to Northern Ireland after a successful decade in the Irish market. Now chief executive Gary McClarty lets us in on the company’s £1 million advertising and sponsorship campaign.
“Advertising will feature across a range of platforms – television, cinema, billboards, buses, digital channels, social media, and radio,” noted the CEO. “In a media first, we are sponsoring a mid-morning takeover on Cool FM, Downtown Radio, and Downtown Country until June 2019.”
Pictured with McClarty (second from left) are presenters Kirstie McMurray, Caroline Fleck, and Paul Kennedy of Downtown Country, Downtown Radio, and Cool FM, respectively.
Actually based in Northern Ireland, MCL InsureTech first launched in Ireland in 2009 as part of “a strategy that worked,” given the bigger target audience. Now it’s poised to make noise on its home turf with a series of promotions highlighting this week’s rollout of Its4Women.
“We will also be the first car insurance company to create YouTube content,” added McClarty. “The campaign, which is created locally by ARC, will break with the first mini movie around Valentine’s Day. We anticipate that there will be a series of mini movies during the course of 2019.”
MCL InsureTech’s Its4Women brand provides car, travel, and home insurance. The goal is to secure 5% to 10% of the online car insurance market in Northern Ireland within five years.
Talking further about the company’s marketing push, McClarty explained: “The mix of outdoor advertising will give us 82% coverage of all adults, while the average frequency of views per adult will be 24 times or more over the course of the campaign.”
He described it as a “significant but targeted and strategic investment” aimed towards achieving MCL InsureTech’s target market share.
