The election of a new government in Alberta presented a prime opportunity to motivate politicians to consider changes to the P&C insurance industry in Alberta. The industry wanted to open the door to discussions about regulatory change needed to improve the customer experience for Alberta drivers, such as moving from paper proof of insurance, known as “pink slips”, to a digital solution.
There was a need to demonstrate to government that the industry is hampered by excessive and outdated regulations, and that there are immediate benefits to consumers if regulations allowed for innovation. Paradigm was tasked with creating a campaign highlighting this issue that would resonate with government officials.
Paradigm needed to create a compelling campaign with a positive message that reinforced the benefits of digital change (i.e. digital “pink slips”) to government and Alberta drivers.
The team developed The MOOT – The Museum of Outdated Technology – a fictional gallery showcasing the best in obsolete tech innovations, highlighting the fact that the insurance industry is still dominated by regulations requiring paper, even though digital solutions exist.
The MOOT was brought to life through engaging digital videos, social media content and an event to reach Alberta politicians.
The 60 and 30 second videos were distributed with a digital media buy, geotargeting government, that generated millions of impressions with a high percentage of video views to 100% completion and an engagement rate of 27%.
The event, an MLA cocktail reception in Edmonton, was attended by more than 70 MLAs, Ministers, and their staff, as well as key members of the insurance industry. The Minister of Finance, Travis Towes, delivered remarks about working together with industry to modernize the insurance industry and guests left with a MOOT-themed postcard that reinforced IBC’s message about modernizing regulation.
Following the campaign, the Alberta government announced that it would be introducing electronic pink slips – a key win for the industry in Alberta.