Top Up To Cash In
Industry Silver - Financial Services, Channel Silver - CRM Multi-Channel
Tatiana Mes, Dileepa Diyagama, Cambell Holt
Rebecca Jelavich, Michael Lines, Gowri Rudrabhatla, Brendon Gleeson
KiwiSaver was introduced by the New Zealand Government in 2007 as a way to help New Zealanders save for their retirement. Mercer helps over 100,000 KiwiSaver customers retire with more and manages over $1bn in retirement savings on behalf of their KiwiSaver members.
KiwiSaver provides a number of benefits for eligible members including up to $521.43 in contributions from the Government - otherwise known as member tax credits. Unfortunately, not all KiwiSaver members are taking full advantage of what is essentially a free boost to their retirement savings so significant opportunities existed for Mercer and their customers.
The campaign was a timely intervention for the business and those at the heart of everything Mercer does – their customers.
The challenge was to create a campaign to overcome customer inertia and maximise both customers’ and Mercer’s share of wallet.
Making it easy and relevant for customers was the cornerstone of a tightly integrated direct campaign - Top Up to Cash In - that targeted 47,528 customers:
1. 33,158 pieces of physical mail
2. 14,370 emails
3. 1 bespoke campaign website and data capture capability
These were supported by Call Centre, KiwiSaver website - www.mercerkiwisaverscheme.co.nz - and Twitter @Mercer_NZ, resulting in a 22% overall response rate that delivered an ROI of 264%.