The New Internationals
RSA needed a new and relevant way to engage with SME customers and brokers. It needed a long-term campaign that could differentiate it from its competitors, raise its national media profile and produce valuable, owned content.
Man Bites Dog has been delivering thought leadership campaigns for RSA’s SME and strategic sectors for 4 years, so there was an extra challenge: to move the story forward and build on this with an even more successful, more integrated campaign.
Man Bites Dog proposed an integrated campaign based on a big idea, using our proven models for generating ideas that create national headlines and support sales.
We came up with the idea that SMEs are born global, not local, and conducted opinion research among UK business owners to prove that there is no such thing as a local business any more, and the impact on SME customers and brokers.
Our data proved that SMEs are “The New Internationals” – but outdated perceptions are leaving them over-exposed to global risks and under-exposed to global opportunities, building in multiple story angles for long-term storytelling.
The study gave RSA a brand new story to tell in the UK media, and its own IP and content to use to promote its SME business in the UK. It gave brokers a new conversation to start with their local business communities, including how to navigate the global risk environment to seize opportunities at home and abroad.
The campaign included press releases, a UK media launch, high impact white paper, infographic, videographic and a business development tool for sales meetings.
Pieces of high quality, top tier media coverage
including in The Times, The Daily Telegraph, The Independent, The Guardian, Forbes, City A.M. and top tier regional titles.
Average time spent on campaign web page increased.
Beat RSA’s PR and marketing KPIs
based on previous campaign results.
Positioned RSA as a thought leader and champion of SMEs.
- “Man Bites Dog really impressed us with their creativity and strategic thinking. I can’t believe one idea can deliver so much value for our PR, marketing and sales teams.” Deepa Bose, Media Relations Manager – Commercial Lines, RSA
- “The team at Man Bites Dog are a pleasure to work with – this was a really fun, exciting and inspiring campaign for us all to work on.” Deepa Bose, Media Relations Manager – Commercial Lines, RSA
- “It’s so refreshing to have a creative idea like The New Internationals to talk about for PR, marketing and sales. Having our own story to tell helps us stand out from our competitors and show what our 300+ years of experience in the industry can mean for our SME customers and brokers, in a really engaging way.” Deepa Bose, Media Relations Manager – Commercial Lines, RSA