MCL InsureTech shortlisted in Causeway Coast & Glens Business Awards

MCL InsureTech is delighted to be shortlisted in the ‘Technology Business of the Year’ category sponsored by North West Regional College and ‘Best Marketing Initiative’ sponsored by Armstrong Medical at the 21st June awards in Coleraine.

Hosted by the Causeway Chamber, the gala awards will take place on Friday 21st June at The Lodge Hotel in Coleraine. The awards give an insight into the wealth of business talent and success, across all sectors of the North Coast, celebrated across 18 different categories.

In a year which has seen MCL InsureTech celebrate 10 years of trading and becoming one of the leading online insurance companies in the Irish market; MCL InsureTech is delighted to be recognised within both these categories as it strives to continuously improve and be innovative within the insurance market. MCL InsureTech operates www.its4women.ie, www.its4women.co.uk, www.25plus.ie and www.boxymo.ie online insurance brands.

The ‘Its4Women’ brand provides car, travel and home insurance and has been operating in the insurance market in the Republic of Ireland for the last ten years and has played a key role in MCL InsureTech’s handling of over €80m of online car insurance policies.

Being shortlisted for both of these awards is testament to the hard work carried out by MCL InsureTech in launching its flagship ‘Its4Women’ insurance brand in Northern Ireland in February 2019 with a £1million advertising and sponsorship campaign. This significant but targeted and strategic investment is designed to help the company achieve its aim of securing 5% to 10% of the local online car insurance market within 5 years.

The marketing campaign was designed to target adults aged 18+, primarily females using paid, earned and owned channels. The theme of the marketing campaign was ‘Your Perfect Partner for Car Insurance.’

Advertising featured across a range of platforms; television, cinema, billboards, buses, digital channels, social media and radio. In an advertising first, the brand sponsored the mid mornings on Cool FM, Downtown Radio and Downtown Country, dominating the three stations simultaneously and in the process achieving unprecedented levels of brand recall amongst audiences.

The marketing campaign also incorporated a stand-out public relations campaign which achieved 100% coverage across the daily newspapers.

In true integration, the advertising creative was supported by a NI focused digital campaign. Ongoing content creation and social media management ensured strong customer engagement during the initial roll out phase, using marketing assets developed for the Ireland campaign.

its4women.co.uk is the first car insurance company to create YouTube content with a mini-series of videos in the pipeline. The videos depict people in everyday life situations dealing with typical crises and reinforce the theme: ‘We love you, no matter what! Your Perfect Partner for Car Insurance!’

Strategic sponsorships were also identified including Sunday Life Spirit of Northern Ireland Awards and International North West 200 SuperTwin Race. Discussions are also underway to partner with a leading local cancer charity.

The outcome has been phenomenal. The mix of outdoor advertising generated 82% coverage of all NI adults, while the average frequency of views per adult was 24 times or more, over the course of the campaign.

Gary McClarty, Chief Executive of MCL InsureTech comments:

“By embracing an innovative online digital strategy, I’ve successfully transformed a small family brokerage with three offices in Coleraine, Ballymoney and Limavady into one of the leading online insurance providers in Ireland.”

“It’s a real privilege to be shortlisted as a finalist in the Technology Business of the Year award category, and the Best Marketing Initiative award category. Best of luck to all this year’s finalists.”

We are looking forward to the glittering finale on 21st June and celebrating everyone’s success at the upcoming awards – good luck to everyone who has been shortlisted.