Dealing with customers who had come to them through the default scheme - largely uninvolved in AMP, and probably pretty confused by the rules and regulations of KiwiSaver and how to maximise it - posed a real challenge. It’s complicated, and not that interesting either! A smart data segmentation strategy which allowed for the lag in data feeds from IRD, and a creative approach that really cut through, saw this challenge tackled head on.
Positioned around the SMP ‘Don’t miss the boat’, a lot of very functional information and actions were turned into something that sparkled and got people excited about contributing.
The creative simplified the complexity of KiwiSaver by using a mix of targeted comms that delivered customers to online smart content, and it also used a messaging strategy that empathised with the customer. Core to this messaging to low earners, for instance, was that every $1 really did count, as they’d get another 50c from the government; really it was free money!
A strong email really dialled up the message. Using dynamic HTML, the MTC boat sailed across the header waving its very clear message “don’t miss the boat on your $521.” It was eye catching and without reading any further it was a strong reminder to take action. Better yet, if you didn’t want to read a single word, a video told the story in just one minute.
It was a combination of short, action orientated messages, engaging online content and a highly personalised experience that won customers over and encouraged them to take action.
The results stacked up, nearly doubling the success of the campaign a year earlier, delivering a very respectable response rate with a corresponding uplift in funds under management (i.e. nearly tripled average top ups), and more than doubled funds flowing into AMP.