WHITTINGTON by Ogilvy & Mather Singapore for Direct

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WHITTINGTON

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Industry Insurance
Media Direct marketing
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Robert Gaxiola
Creative Director Eric Yeo
Art Director Fajar Kurnia
Copywriter Greg Rawson, Ross Fowler
Released March 2010

Credits & Description

Category: Flat Mailing
Advertiser: DIRECT ASIA INSURANCE
Product/Service: ONLINE INSURANCE
Agency: OGILVY SINGAPORE
Date of First Appearance: Mar 30 2010 12:00AM
Entrant Company: OGILVY SINGAPORE , SINGAPORE
Executive Creative Director: Robert Gaxiola (Ogilvy & Mather Singapore)
Creative Director: Eric Yeo (Ogilvy & Mather Singapore)
Copywriter: Greg Rawson (Ogilvy & Mather Singapore)
Copywriter: Ross Fowler (Ogilvy & Mather Singapore)
Art Director: Fajar Kurnia (Ogilvy & Mather Singapore)
Account Director: Magali Jaumol (Ogilvy & Mather Singapore)
Senior Account Executive: Jacob Thomas (Ogilvy & Mather Singapore)
Executive Planning Director: Gwen Raillard (Ogilvy & Mather Singapore)
Media placement: Direct Mail. - Direct Mail. - 30 March 2010

Describe the brief/objective of the direct campaign.
DirectAsia is a new insurance company that was very recently launched in Singapore. It is the only insurance company in Singapore to exist entirely online. This means that Singaporeans no longer have to go through middlemen to take out insurance, or deal with red tape and bureaucracy when making claims. For the first time, it can all be done online; quickly, easily and at a lower cost. We created a 360 brand campaign to attract people who have insurance policies with other, more established insurers. This DM piece is one part of that campaign.

Explain why the creative execution was relevant to the product or service.
The piece involves the consumer physically. It proves the point in a very literal and direct way, purposely taking them through the unnecessary stages of a protracted process to deliver the argument. This message and method of delivery is particularly relevant to DirectAsia, as it highlights the fact that they are the only insurance company in Singapore that are entirely online and therefore much faster and easier.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The direct piece is a literal, physical demonstration of the hassle that most people face when dealing with insurance, from buying to making claims. Especially with companies that use middlemen. It reminds people and forces them to acknowledge their negative experiences, then gives them the alternative - DirectAsia. 3-5% is a typical response rate when approaching new customers. As Direct Asia is a unique offering we aim to surpass the typical rate. The role of the direct piece within the campaign was to provide a more traditional medium to drive the target audience online.

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.
With the campaign having launched only very recently, initial results are yet to be announced. However, our desired response rates are set above the usual 3-5% for a direct mail piece when approaching new customers, as Direct Asia currently boasts a unique offering.