RBS Insurance pitch results in appointment of new affiliate network

RBS Insurance has appointed buy.at, Advertising.com’s affiliate network, to increase sales of Prudential car insurance and home insurance products using affiliate marketing. The move follows a review of existing network activity and a formal pitch process. The programme is migrating onto the buy.at network on an exclusive basis.

Prudential offers fully Comprehensive, Third Party Only, and Third Party, Fire and Theft car insurance cover with five optional levels of breakdown cover and up to 65% No Claims Discount. Customers can pay by installments and are guaranteed a courtesy car. Home insurance customers receive up to £250 Home Emergency Assistance as standard, including call out, parts and labour and up to 30% No Claims Discount. Both products are discounted for customers who buy online.

buy.at will manage a range of SEO affiliates, loyalty sites and niche content affiliates such as motoring websites and community sites targeting specific groups and implement its solution for social networks, currently live with WAYN. Affiliates will be paid commission starting at £55 for each sale they generate.

Chris Bottle, from Prudential Car & Home Insurance explains, “After carefully reviewing the alternative options for our affiliate marketing programme, we selected buy.at because of their proactive account management and consultative approach. Their strong relationships with affiliates can be used to increase our reach amongst the long tail.”

Kevin Cornils, CEO of buy.at, comments, “Prudential is very proactive in seeking ways to improve its engagement with affiliates and is investing significantly in the channel. It has a good conversion rate because the quote process and customer journey works so well. The product offers preferential prices for niche risks so we can work with a wide range of affiliates and offer incentives to boost performance at key times of the year as well as integrating affiliate activity with Prudential’s direct mail campaigns and other marketing activity.”
buy.at will twin the programmes to facilitate cross-selling. All the activity will be analysed using buy.at’s management area, which shows overall activity as well as detail such as sales per region, per affiliate or per product. buy.at will manage and develop affiliates on the programme to keep them informed about the products and offers in order to support them in driving more sales, whilst ensuring they adhere to Prudential’s strict brand guidelines. Affiliates can monitor specific KPIs, such as Earnings-Per-Click, using buy.at’s desktop widgets.

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For further information please contact:
Jennifer Culley
Head of RBS Insurance Press Office
RBS Insurance
T: 0208 285 8865
E: Jennifer.culley@rbs.co.uk

Joanna Burton
Head of PR and Marketing
t: 020 7299 8380
e: Joanna.Burton@buy.at

Anna Barry
Marketing Manager
t: 0191 222 9720
e: Anna.Barry@buy.at

Published on: 12:00AM on 15th May 2008