Industry Bronze – Financial Services
Cherie Stevenson, Simon Breed, Helen Beasley
Sarah Lambert, Richard Park, Greta Bennett
Home insurance, contents insurance and car insurance: although they are better known for their car insurance, AA Insurance sells them all.
It’s mid-winter, it’s school holidays and the kids are driving you crazy. Certainly not the right time to be selling insurance - a grudge purchase at the best of times. Furthermore, competitors had some aggressive price-led offers in the market place.
With the target market highly likely to have children, what if the holiday timing could be turned to advantage? Could partnering with a kids movie that would become the ‘must see’ of the holidays still make the campaign relevant? Epic was identified as likely to have lots of hype and starting just before the campaign period, the movie characters would be instantly recognisable for children.
The campaign needed to cut through the school holiday clutter and provide a reason for prospects to get a quote. Keeping the kids busy would be a bonus. It had to have relevance, with a strong creative connection and a clear call to action.
Creating and leveraging a joint promotion that stirred up the market, created cut-through and generated impressive results, Epic the movie was brought direct to homes. Along the way, something that’s rare for a DM piece was created: longevity and playability - a diorama that kids made up and which had a play life of several weeks.
Intelligent targeting – a combination of household penetration of AA Insurance, Mosaic profiling, and proximity to selected cinemas – helped identify mesh blocks to drive results. This approach helped achieve a particularly strong result from unaddressed mail, with mail and email sent to a selection of AA members.
The promotion was also supported outside of the above channels, but campaign reporting was able to track the DM component above. The campaign period for customer acquisition for Car, Home and Contents Insurance, to create switching behaviour and nudge people to buy an AA Insurance policy, was just four weeks.
All previous records were broken with this campaign, generating 3656 quotes, 2514 sales and sales of over $1,280K worth of premiums. This generated a RoI of 10:1 overall and 14:1 for the unaddressed DM.