WINNER!
THE WEB MARKETING ASSOCIATION IS PROUD TO PRESENT THIS 2014 MOBILEWEBAWARD FOR OUTSTANDING ACHIEVEMENT IN MOBILE DEVELOPMENT
To: Esurance
For: Fuelcaster™
Award: Best Insurance Mobile Website
Click here to see entry creative
About the Entry
At Esurance, we believe in operating as efficiently as possible in order to save customers time and money on insurance. When it comes to our unique customer value proposition, we wanted to reiterate our mission while promoting our helpfulness in the public arena. Thus, the idea behind Fuelcaster™ was born — the call for a unique tool that empowers cost-conscious consumers in the U.S. to choose the best time to fill up on gasoline.
Our main goal with the platform was to create a unique, free, and highly useful platform that was available to everyone, generating a high degree of shareability while increasing Esurance’s brand perception as a leading technology innovator within the property and casualty marketplace. We launched Fuelcaster before the 2014 summer road trip season to better assist people who like to plan ahead for their trips. We integrated press releases, online banner ad campaigns, social media posts, Esurance Blog posts, YouTube videos, print ads, and a gas card giveaway sweepstakes to promote this new tool to our target audience.
Within the first four days, Fuelcaster.com received 17,000 visits. The tool was also featured in a radio ad, online banner displays, our policyholder newsletter, and as part of our SXSW® festival activation. Fuelcaster made headlines in over 20 publications, including articles in Condé Nast Traveler®, Buzzfeed, Fast Company Co.Create, and the International Business Times. Since Fuelcaster’s launch in February 2014, site visits have risen to a total of 738,515 to date, with the percentage of returning visitors rising to 36.
Award Credits
Contributors:
Product Marketing Senior Manager: |
Nick Vandarakis |
VP Customer Experience and Communication: |
Lisa Ward |
PR and Communication Senior Manager: |
Danny Miller |
Creative Director: |
Mike Luzzo |
Copywriting Manager: |
Heidi Wallis |
Producer: |
Jeff Young |
Corporate Counsel: |
Anne-Kathrin Kroemer |
Associate General Counsel: |
Waqas Durrani |
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