Client Marketing Case Study – Superscript Charity Esports
One of our London-based clients, Superscript, a challenger in the insurance industry who provides customisable and flexible business insurance, has embraced charity Esports as part of their CSR efforts and their company culture. As a category disruptor, Superscript got involved in charity Esports to engage employees around fundraising initiatives in a modern and relatable way, and to make some noise externally in an industry that is perceived to be stale and to lack personality.
It all started in January when Superscript entered two teams into our Call of Duty Modern Warfare event, the One Shot Wonders and the Hot Potatoes. Pitting both teams against each other made for some friendly internal competition and some great content generation.
Initially the team produced an Esports style player profile video shining the spotlight on both teams and the cause they were fundraising for, Meal A Day. All team members engaged in the content online to increase the reach and increase the visibility of their fundraising page which racked up £929 to make them the second highest fundraisers from the event.
Throughout the January event Superscript engaged online and kept their charity supporters up to speed with their progress throughout the event through their live player streams which culminated in a Superscript derby. With internal excitement at a fever pitch with a stake in the semi finals on the line, it’s safe to say the internal teams chat was buzzing in the build-up. The action was streamed and shared throughout the match with the One Shot Wonders eventually winning the match 2-0.
Superscript enjoyed the event so much that they decided to host their own Esports tournament, with the goal to bring the London insurance sector closer together through shared passions during lockdown.
They enlisted event management and consultancy support from Business Fives to launch the Superscript Charity Esports Tournament, the first of its kind in the industry. The Call of Duty Modern Warfare competition, which ran throughout March, was a huge success – with many insurance companies participating and raising over £3,500 for various charities, upReach being the main beneficiary.
It enabled Superscript to position themselves as innovators in their sector, but also as a force for good and a company that knows how to have fun with clients, partners and employees. Three cross-departmental Superscript teams entered the tournament, adding to the internal fundraising opportunities with engagement initiatives including fun bets and votes such as ‘first player to die in their first match’ and so on. Whether they liked online gaming or not, colleagues enjoyed participating in the internal buzz and donated generously.
Mai Fenton, CMO at Superscript, comments:
‘As a challenger brand and the first insurtech to become a registered Lloyds broker, we were keen to make our mark in the industry, and bring the insurance community together. We also deeply care about the role we can play in our society, and chose to fundraise for upReach, a charity supporting young people from disadvantaged backgrounds into employment. We’re a modern brand offering a modern solution for businesses, so an association with Esport – as a modern way to connect people and companies – was remarkably fitting.’
The All Games No Claims show, with regular video episodes featuring players interviews and profiling, team captains match reactions
‘I am delighted by what the Superscript Charity Esports Tournament helped us achieve in terms of brand visibility and standout within the insurance sector, while raising a huge amount for charity. It also contributed to strengthening our company culture and employee engagement, considering our workforce more than doubled since the first lockdown. We’ve had prospective partners and customers take notice and reach out to us as a result, and have become an even more attractive place to work with candidates referencing the tournament as an embodiment of the kind of employer they want to work for.’
From observing the Superscript teams interact during the two Esports tournaments, Mai learnt of the many benefits online multiplayer gaming has for businesses, which she shares in this article.
Pre-launch teaser film: