Ellipse Assurances Case Study

The primary target audience consumes media across multiple screens and moments of daily life: connected TV in the evening, audio on the go, local news during the day. To build brand awareness in this fragmented reality, the media mix was designed to cover these moments in a complementary way, rather than concentrating the campaign on a single channel. Connected TV and online video to capture attention in engaged contexts. Audio to reach the audience away from screens. Display to maintain brand presence between key moments. An 18-24 persona was also integrated into the campaign, activated through YouTube and Spotify, to build long-term brand awareness among a generation entering adulthood.

Inventory selection was based on two criteria: editorial quality and contextual relevance for the target audience. For a brand rooted in Québec’s regions, appearing in local media that the audience consumes and trusts, such as La Presse, Le Journal de Québec, Le Soleil, Noovo, ICI TOU.TV, Ricardo and Odhio, reinforces the coherence between the message and the environment in which it appears. It is this context that drives memorability, more so than a high volume of impressions across generic inventory.

The campaign was planned across 4 phases to enable active management throughout the entire campaign. Each phase generated its own data (completion rates by channel, performance by audience segment, behaviour by format) that directly informed the decisions of the next phase. It is this continuous learning approach that led, for example, to reintroducing in-stream video in phase 4 based on its results in phase 3, even though it was not part of the original plan.

Throughout the campaign, affinity audiences consistently outperformed custom intent audiences in completion rates. Budgets were reallocated accordingly: it is this type of ongoing adjustment, week after week, that accounts for the 27% of additional impressions generated beyond initial projections. Throughout this process, Ellipse Assurances had access to a real-time dashboard: performance by channel, completion rates, reach, viewability. The same visibility as the NÜ team, at all times.

A brand impact study (Brand Lift Study) was deployed from the outset to compare users exposed to the campaign against those who were not. The goal: to move beyond perception and quantify the real impact on brand awareness through a solid, measurable methodology.

Beyond compiling results, the final report was the subject of a structured presentation: contextualization of each metric against the initial objectives, explanation of decisions made during the campaign and their impact on results, and actionable takeaways for future campaigns. The goal is not to deliver numbers, but to ensure the client understands what happened, why, and what can be learned for the campaigns ahead.

The primary target groups adults in a stabilization phase of life: in a relationship, often with children, and sensitive to proximity and regional values. These are profiles naturally exposed to home and auto insurance needs, activated through affinity audiences and specific segments to capture those already actively comparing or considering a change.

Audiences were built from active searches related to home, auto and agricultural insurance in Québec, as well as visitors to competing regional insurance broker websites: strong intent signals that allow us to reach people already in a decision-making process.

A younger segment was deliberately integrated into the campaign. Mobile-first video consumers, highly active on audio and social platforms, they were activated on the channels they actually use: YouTube and Spotify. The goal is not immediate conversion, but to build brand presence before the need for insurance arises.