Tri-Direct wins brief to promote Shariah-compliant insurance to Muslims

by Ben Bold, Brand Republic 31-Jul-08, 09:40

LONDON - Data and direct marketing firm Tri-Direct has won a contract from Salaam Halal Insurance to target Muslim consumers with Shariah-compliant products.

Tri-Direct has developed a tool called Nomadd to help identify prospective customers and build a database. Salaam Halal is set to launch its first product, car insurance, imminently.

The agency will work alongside the Pepper Corpartion, which created the brand identity and proposition including TV, outdoor, press, online, DM and door drop activity.

The overall campaign will focus on areas heavily populated by Muslims while the direct mail activity will target those most likely to require Shariah-compliant insurance, wherever they live.

Lloyd East, Salaam Halal Insurance's marketing director, said: "Salaam Halal insurance is the first independent Shariah-compliant insurance operator in Western Europe.

"We have brought together Islamic finance expertise, the best of UK insurance experience and leading-edge marketing tools to respond to our target consumers' needs.

"Tri-Direct has provided a unique and intelligent solution that will allow us to present both our brand and our offering to a market that has a religious and moral requirement for such products."

Barry Leeson-Earle, Tri-Direct's data director, said: "It's been a fantastic challenge to locate potential customers for Salaam Halal Insurance.

"But I'm confident that we exceeded the brief and thought laterally around the creation of a marketing database that will give the client every opportunity to inform prospects of their unique insurance products."