Without being flippant, AA Life wanted to inject some fun and humour into the life insurance category to create an ongoing platform that not only resonated but got results. And all it took was one simple insight.
They knew that our target market didn’t want to think about heavy ‘adulting’ life decisions. So this campaign set out to resonate with the inner child in everyone - showcasing the feeling of freedom to get back to the fun stuff once you’ve got the grown-up things done (like life insurance).
The target market for Life Cover was 22-39 year olds going through major life stages, like having a baby or buying a house. And for Funeral Cover, it was the 50+ demographic who didn’t want to burden their families with funeral costs when they pass.
On paper, the two target markets and two different products required two different approaches. But the campaign platform of ‘The most grown up thing you’ll do today’ tied the two together.
AA Life invited people to get their Life or Funeral Cover sorted in order to receive a $100 grocery gift card.
All executions drove respondents to three main response points – AA Centres, an 0800 number, or online where everyone arrived at a landing page to begin a quote and application process.
The campaign focused on four different personae, with creative executions across diverse media including radio, online video, print and owned channels including eDMs and POS in AA Centres.
AA Life is a direct insurer with limited resources compared to bigger players, so measurability is paramount. The campaign was geared to response with a time-bound incentive, and analysis was done to track the performance of each execution. DM tools were utilised extensively: propensity modelling, narrow targeting, tracking and response analysis.
Exceeding its sales targets, AA Life’s successful campaign delivered a significant uplift in premium income and a stand-out ROI result.