Sanagate DM GAP IN YOUR HEALTH INSURANCE by OgilvyOne Zurich

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GAP IN YOUR HEALTH INSURANCE

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Industry Insurance
Media Direct marketing
Market Switzerland
Agency OgilvyOne Zurich
Creative Director Oliver Glitz
Art Director Esmeralda Schürch
Released August 2010

Credits & Description

Category: Flat Mailing
Advertiser: SANAGATE
Product/Service: INSURANCE
Agency: OGILVYONE
Date of First Appearance: Aug 24 2010
Entrant Company: OGILVYONE, Zurich, SWITZERLAND
Entry URL: http://www.lueckenlos.ch/MariaMuster
Creative Director: Oliver Glitz (OgilvyOne)
Art Director: Esmeralda Schürch (OgilvyOne)
Copy Writer: Simone Paulzen (OgilvyOne)
Account Manager: Doreen Roth (OgilvyOne)
Media placement: Flat Mailing - posted - 24 August 2010

Describe the brief/objective of the direct campaign.
The Swiss health insurance system consists of two steps: the basic insurance and the supplementary insurances. The basic insurance is obligatory, but covers fundamental health services only. The supplementary insurances are voluntary and offer better services which have to be paid for. Persons who have not taken out a supplementary insurance thus risk gaps in insurance coverage. In 2009, the online health insurance company Sanagate was able to canvass 22,500 new customers. Only half of them took out a supplementary insurance. In 2010, 4% of the 12,500 customers without supplementary insurance were to be convinced of the need to take such insurance. The strategy was to use the brand values of “simple” and “inexpensive”.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A simple letter was sent out “showing” the insurance gaps: The text of the letter had several gaps caused by punch-outs. The text used facts to prove that these gaps could be closed inexpensively with a supplementary insurance. By means of the personalised access code www.gapless.ch/firstnamelastname, the customer could access a personal website with an individual offer for a supplementary insurance, which could be taken out by one click only. As these customers had already taken out a Sanagate basic insurance, the company already knew all important data for individual offers. With this simple and inexpensive mailing, which satisfied the brand values of “simple” and “inexpensive” perfectly, a response of 4% was to be achieved.

Explain why the creative execution was relevant to the product or service.
The strength of this idea is its obviousness and thus its straightforwardness which is caused by the punch-outs. The recipient of the mailing sees at one glance that he has gaps in his insurance. And, nobody in Switzerland wants to have gaps in his insurances. The Sanagate brand values of “simple” and “inexpensive” are pursued consistently: simple easy-to-understand texts, no additional information like a flyer or physical reply elements. In return, the “5 years of full coverage for the price of 4” offer proves that a supplementary insurance can be inexpensive. As an online insurance company, all responses were directed to the online platform only.

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.
The mailing went to 12,538 Sanagate customers. 1,813 of those were convinced of the individual offer on their personal website and have taken out a supplementary insurance online. This corresponds to a response quota of 14.46%. Thus, the target of 4 per cent responses has been exceeded by 3.6 times!