Petsure

Petsure was looking for innovative ways to cement its place as the go-to pet insurance provider for the owners of pets, including those with disabilities or pre-existing conditions, so we embraced the positives with the first ever ‘Pet Paralympics’. Adopting these pets collectively as The Underdog, we launched the Petsure Games at the Bath and West Show, highlighting the unique and much-loved pets who may have pre-existing conditions, as well as Petsure’s ability to provide cover for them. Our equal opportunities campaign championed inclusivity for pets and owners alike, with 160 dogs traversing our Crufts-style agility course, which was set up for all abilities.

Backed by a social media campaign, our use of legendary commentator Henry Blofeld and celebrity vet Dr Scott Miller, the Petsure Games was covered in 43 broadcast items and 17 pieces of national coverage. The coverage drove traffic to the Petsure website – with visits up 92% and completed quotes up 156% – as well as improving social media engagement with our positive, inclusive and fun campaign. The Petsure Games will now run in other locations around the UK, providing a lasting asset that Petsure can exploit annually or bi-annually.