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  • Home
  • The Awards
  • What it’s all about
  • Our Judges
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    • 2019 NZDM Awards Winners
    • 2018 NZDM Award Winners
    • 2017 NZDM Award Winners
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    • 2015 NZDM Award Winners
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Back to School

Awards: Channel Gold - Direct Response (any media), Industry Bronze - Financial Services

Entrant: Twenty

Nominee: AA Insurance

Entrant Credits: Simon Breed, Leonie Titshall, Jason Hall, Mike Kelly, Tim Gavriel, Megan Dudley, Lindsay Skilton, Rory Kelly, Joon Yang

Nominee Credits: Richard Park, Sarah Lambert, Greta Bennett, Jamie Vulinovich

Entry Rationale:

For families, the back to school time can be financially stressful. It can cost around $2,000 to get each child ready for the school year. After Christmas, summer holiday entertainment and childcare expenses, it’s a time of year when the costs feel never-ending, and some families can be overwhelmed with debt.

Enter AA Insurance. In 2015, their ‘Back to School’ campaign lessened the financial stress by helping consumers get school things sorted. Consumers received their choice of a $50 Whitcoulls, Hannahs or Visa Prezzy card for every new car, home or contents policy purchased.

The unaddressed component of this campaign achieved the highest ever response and sales rate AA Insurance has ever achieved through this channel. The sales rate far exceeded the average benchmark that had been set in campaigns that had more TV and media support than Back to School. The Lifetime Value ROI via this channel was staggering.

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