A cushty campaign

The Insurance Emporium

The Insurance Emporium

The Brief

The Insurance Emporium wanted to launch its new brand and positioning, with an unusually fun and adventurous approach towards insurance. They needed to introduce their wide range of products (from horses to musical instruments to golf equipment to wedding dresses) and communicate it in a way that resonated and expressed their new personality.

The team at Crab and The Chase outlined an integrated digital campaign which centred on the great content, social media, blogger outreach, sponsorship, paid media and experiential. After research and target profiling, we decided to centralise the campaign on their brand icon, the cult 1970's cartoon character Mr Benn, and kick it off with an exciting competition.

The newly created Mr Benn Safari mini-episode acted as the key inspiration. We devised, planned and produced a series of activities to raise countrywide awareness of the brand, build a database of useful contacts and ultimately generate insurance quote requests.

Mr. Benn

The Process

TIE YouTube Channel introducing Mr Benn TIE YouTube Channel introducing Mr Benn
Initial User Journey sketch, highlighting the touch points through each path Initial User Journey sketch, highlighting the touch points through each path
Punch Game mech illustration and final design Punch Game mech illustration and final design
The Insurance Emporium Website
The Bald Hiker

The Bald Hiker

Before the campaign, we teamed up with acclaimed travel blogger 'The Bald Hiker' (aka Paul Steele), sending him to Uganda on a gorilla-tracking recce mission. Paul’s fantastic updates and amazing photos were key to driving interest in the competition from the get-go.


Street London sponsorship

Camera insurance is one of The Insurance Emporium's most popular products, which gave us the opportunity to link two Crab clients together for mutually beneficial gain. By sponsoring Street London, one of the most prestigious street photography events in the world, The Insurance Emporium was able to access thousands of serious photographers during their summer 2007 event. The timing seemed almost too good to be true. We designed and built a new sponsorship page for the Street London website and other merchandise for the event itself, including a tote bag.

Don’t come to us, we'll come to you!

Use of Mr Benn, Eddie the dog and The Shopkeeper provided the perfect opportunity to build an immersive experience in the popular thoroughfares of London's Waterloo Station and Manchester's Arndale Centre. The stand included a prize-winning wheel, picture stands and an immersive experience to meet Gus the gorilla and have a photo taken to share on social media.


In addition to over-achieving all campaign KPI's, the term ‘Insurance Emporium’ also ended up trending in Google and become a breakout term. The client was so thrilled with the results, Crab was retained to continue the social media advertising and consult on the strategy to support a forthcoming TV campaign.


increase in transactions


Increase in direct traffic


Increase in revenue


Increase in website sessions


Increase in social traffic



- The Chase

Learn More

If you’d like any more details on this project please get in touch.

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