Hastings Direct bigs up Wunderman digital overhaul

Hastings Direct has called in Wunderman Thompson Commerce to drive the UK insurance provider’s digital transformation in a move designed to redefine the way customers buy car insurance online.

The appointment has resulted in the launch of a new website to supports Hastings Direct’s brand message to offer customers a simple and straightforward approach to buying insurance and is aimed at providing a frictionless end-to-end car insurance purchase, whether buying direct or from a price comparison website.

Extensive research was conducted by Wunderman Thompson Commerce, who were responsible for competitor benchmarking, mapping out the online experience, removing friction points, adding signature moments, and advising on best practice; all of which informed the redesign of the buying “journey”.

Since the new site’s launch, it is claimed that customer satisfaction among Hastings Direct’s customers has increased, with metrics showing a 14% rise in customers being able to find what they are looking for and 33% increase in ease of use. Trust and transparency across the buying process has also improved, with customers more confident about what is included in their core policy.

Hastings Direct head of digital new business Allan Potter said: “The business benefits remain firmly on track. The teamwork has been exceptional, and we are proud to have delivered something that our customers are responding very positively to – with NPS of digital sales at an all-time high.”

Wunderman Thompson Commerce CEO Neil Stewart added: “Hastings Direct’s site has elevated the customer experience to an all-time high and clearly shows its ambition to be the most user-centric online insurance provider in the market. What’s more, Hastings Direct now has a platform and experience that will support their growth ambition in the future.”

The same insights and principles were also used to inform the Hastings Direct ad strategy, developed by Wunderman Thompson UK which picked up the business in 2020; it had previously been handled by Rapp.

“Simplicity is the best policy” launched last April and is designed to position Hastings as a distinctive and digital-first brand; the campaign is running across integrated media including TV, radio and digital outdoor.

At the time of the launch, Wunderman Thompson chief creative officer Steve Aldridge said: “In a hyperbolic category overloaded with mascots, we wanted to remind people of how insurance with Hastings Direct can be simple and straightforward. We use a mix of photography and animation to metaphorically dramatise what happens in the category and in people’s lives whilst building an unforgettable brand for Hastings. It’s a huge step, both strategically and creatively, from the seagulls and statues, that we’re proud to play a part in.”