Fbto DM NO LETTER FROM FBTO by Koen Amstelveen

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Industry Insurance
Media Direct marketing
Market Netherlands
Agency Koen Amstelveen
Creative Director Geert Ploeger
Art Director Tim Van De Rijdt
Copywriter Mark Van Der Heijden
Released February 2013

Credits & Description

Category: Flat Mailing
Advertiser: FBTO
Product/Service: INSURANCE
Managing Director/CSD: Erik Jan Koense (Koen Merkactivatie)
Creative Director: Geert Ploeger (Koen Merkactivatie)
Art Director: Tim van de Rijdt (Koen Merkactivatie)
Copywriter: Mark van der Heijden (Koen Merkactivatie)
Senior Project Manager: Lonneke Grotenhuis (Koen Merkactivatie)
Senior Communication Manager: Cindy de Vries (FBTO)
Campaign Manager: Henderika Friso (FBTO)
Campaign Manager: Baukje Ruitenberg (FBTO)
Media placement: Direct Mail - Direct Mail - 28 Juni 2011
Describe the brief/objective of the direct campaign.
FBTO is a direct writer. One-on-one communication is essential to maintain customer loyalty. But this is a costly endeavour, which is why FBTO aims to achieve this as much as possible through e-mail. Even though FBTO is an online insurer, they lack e-mail addresses for a certain percentage of customers. How can we obtain the e-mail addresses for FBTO customers who are accustomed to direct mail and phone contact?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Desired outcome: Have customers who currently communicate with FBTO through DM go to the FBTO website, where they then enter their e-mail address.
Desired response to direct mailing: 4%
Note: At FBTO the average response rate to DM campaign actions to current customers is 2%.
The solution lay in an attention-grabbing mail pack. We chose direct mail because this customer information was in the database and because this group of customers is used to communicating with FBTO through this medium.
Explain why the creative execution was relevant to the product or service.
We needed to change the behaviour of these existing customers. This is no easy task, considering they had been communicating through direct mail for years.
So we decided to use the medium they are accustomed to (DM) but in an original way that also fits the brand values of FBTO; open, easy, transparent and direct 'with a smile'.
To inform them that they can arrange all FBTO matters online, we sent our existing customers an empty envelope. The text printed on the inside of the envelope made reference to fbto.nl/no letter.
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.
Customers made the cross-over from offline to online and entered their e-mail address on the website, allowing FBTO to communicate with them by e-mail.
Result: 6.8% response rate