Last week, Allied World — a Swiss-based re/insurer — launched a global pop-up marketing campaign in Bermuda, London and New York. The ‘Beat the Heat’ campaign targeted island-wide and global brokers in appreciation of their continued business and support.

The pop-up marketing campaign involved giving out complimentary ice cream to brokers and trading partners via ice cream trucks in each location timed in celebration of National Ice Cream Month in the US. The first event was held on Tuesday, July 15, in Bermuda, followed by an event in London and New York on Thursday, July 17.

Designated ice cream trucks gave out ice cream from 1pm to 3pm on the day, in front of the Allied World House in Bermuda, Lloyd’s of London/Tower 1 Main Entrance, and 199 Water Street, New York, respectively.

In London, where their Lloyd’s syndicate, Allied World Syndicate 2232, was named after the existing Bermuda-to-London British Airways flight, BA2232, the pop-up marketing campaign was so successful that Lloyd’s tweeted out the effort several times to their 19,000 plus subscribers, and the Insurance Insider followed suit, getting the ‘scoop’ out quickly online and in their weekly news round-up.

By the end of the global campaign, Allied World had served nearly 2,000 ice creams.

The campaign is also featured on Lloyd’s and Allied World’s Facebook pages.

A spokesperson for Allied World said: “Our goal was to simply thank brokers for their business.

“We believe social media escalated the visibility of our campaign globally, and is partially responsible for the campaign’s success.”