CAR MANUAL by DDB Melbourne for AUSTRALIAN PENSIONERS INSURANCE AGENCY

CAR MANUAL

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Industry Insurance
Media Direct marketing
Market Australia
Agency DDB Melbourne
Executive Creative Director Grant Rutherford
Art Director Ben Jelfs
Copywriter Ben Maher
Released January 2010

Credits & Description

Category: Flat Mailing
Advertiser: AUSTRALIAN PENSIONERS INSURANCE AGENCY
Product/Service: CAR INSURANCE
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Jan 13 2010 12:00AM
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Group Creative Director: Glen Dickson (DDB Group Melbourne)
Group Creative Director: Ruben Cirugeda (DDB Group Melbourne)
Copywriter: Ben Maher (DDB Group Melbourne)
Art Director: Ben Jelfs (DDB Group Melbourne)
Print Production: Sarah Tonner (DDB Group Melbourne)
Media placement: Direct Mail - Australia Post - 13/01/2010

Describe the brief/objective of the direct campaign.
PROBLEM Our insurance client has a great offer - if your car is stolen, they'll replace it with a brand new one. Our challenge was to cross-sell this offer to our existing home insurance database. But how do you make the excitement of a new car real for people?

Explain why the creative execution was relevant to the product or service.
EXECUTION Everyone has struggled with a new car at some point. By tapping into this insight, we created a piece of communication that really resonated with people. Also, long copy was a great way to communicate with our audience of people over 50.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
SOLUTION We dramatised a human truth: new cars are great, but they do take a bit of getting used to. The new car owner's manual: Your guide to frequently encountered problems brought this insight to life. After all, they're nice problems to have.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
RESULTS By dramatising this insight, we received a 3.3% response rate and a 30% conversions rate.