AMP Essentials is a textbook case in how to disrupt a category using a combination of insightful product innovation, data analytics, creative variety, and a cunning deadline driven communication strategy which resulted in a 25% over delivery on retained funds (FUM) for AMP, an outperformance from the targeted gen Y and X segments, and response rates over target.
The ingredients of this success in a famously conservative category were crucial. Firstly, an NZ first in terms of the creation of the AMP Essentials ‘product’ of Trauma, Income Protection and Life Insurance, bundled together at an entry level price very much as a ‘starter’ pack, easy to apply for.
The sophisticated data analysis that delivered a highly-segmented customer base allowing the messaging to be tailored across age bands and within one of four alternative creative executions, themselves delivered by a mix of eDM and mail. And then the other disruptive factor – in a largely passive, ‘why do it now’ category, a relentless deadline-driven communication strategy which delivered the desired tension and action was delivered. Every deadline message culminated in a mass spike as a result of the Last Chance eDM.