Suncorp DM PARTY AT YOUR PLACE by GPY&R Melbourne

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Industry Insurance
Media Direct marketing
Market Australia
Agency GPY&R Melbourne
Executive Creative Director Ben Coulson
Creative Director Jim Ingram, Ben A. Couzens
Copywriter Stephen Joss
Released April 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: SUNCORP
Date of First Appearance: Apr 10 2010 12:00AM
Entrant Company: GEORGE PATTERSON Y&R, Melbourne, AUSTRALIA
Entry URL:
Executive Creative Director: Ben Coulson (GPYR)
Creative Director: Ben Couzens (GPYR)
Creative Director: Jim Ingram (GPYR)
Digital Art Director: Stephen Joss (GPYR)
Copywriter: Stephen Joss (GPYR)
Account Director: Adrian Mills (GPYR)
Digital Producer: Carrie Burman (GPYR)
Graphic Designer: Josh Meyer Heinrich (GPYR)
Graphic Designer: Mark Howlett (GPYR)
Media placement: EDM - Email - April, 2010
Media placement: Landing Page - WWW - April, 2010

Describe the brief/objective of the direct campaign.
Terri Scheer provides landlord insurance to landlords across Australia. They wanted to find a strategic way to get existing customers to renew their landlord insurance policy. The brief was simple: To remind existing customers that they need Terry Sheer landlord insurance because there are bad tenants out there who can damage your investment.

Explain why the creative execution was relevant to the product or service.
When someone (who you don't know) says they're having a party at your house, you're not going to ignore it. You're going to want to know more. In short, it was the best way to show our audience how important the product was. The concept was also very relevant to the media used and allowed us to use the most important detail - their property address - to great effect.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The whole reason for having landlord insurance is to protect your property from bad tenants damaging your investment. So to remind landlords of this, we sent them an invitation to a mega house party, which happened to be at their own investment property. For maximum effect the invite was as extreme as possible. We used an input field to put their property address in as the location of the party.

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 policy renewal EDM is the first time Terri Scheer has used electronic direct media to cost effectively retain customers. As a digital campaign, access to the renewing mechanism is instantly accessible, providing a seamless experience. To date, the campaign has had a 55% response rate, far exceeding the 25% forecast.