Insurance brokers return for round two of category campaign

The British Insurance Brokers’ Association has launched the second phase of its ‘Ben the Broker’ advertising campaign, which aims to build category interest around the services brokers provide.

Aimed at start-ups and the broader business community, the advert focuses on cyber insurance, highlighting the difference between one business that has insurance through its broker Ben, and another that doesn’t.

Created by ad agency Lavery Rowe, the ad will run throughout May and June across multiple channels, including, TV, radio, newspapers, Google and social media.

The second stage comes a year on from the first outing of the character, which BIBA says achieved 47 million touchpoints with the public.

BIBA’s Chief Executive Graeme Trudgill commented: “Ben the Broker burst onto the scene last year to promote insurance brokers. It was the first national advertising campaign BIBA has delivered, and it exceeded our expectations.

“This new campaign is a key part of our promotional work for members. We will be building on the main message about the benefits of using a broker, but will now focus on raising awareness about the growing cyber risk and how an insurance broker like Ben can help to protect businesses.”