MISSING PICTURES by Proximity Auckland for Tower

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MISSING PICTURES

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Industry Insurance
Media Direct marketing
Market New Zealand
Agency Proximity Auckland
Creative Director Dave King
Released August 2009

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: TOWER INSURANCE
Product/Service: INSURANCE
Agency: AIM PROXIMITY
Date of First Appearance: Aug 1 2009 12:00AM
Entrant Company: AIM PROXIMITY, Auckland, NEW ZEALAND
Creative Director: Dave King (Aim Proximity)
Head of Interactive Art: Aaron Goldring (Aim Proximity)
Senior Designer: Jason Vertongen (Aim Proximity)
Developer: Robbie Boyd (Aim Proximity)
Account Executive: Patrick Rowely (Aim Proximity)
Group Account Director: Matt Pickering (Aim Proximity)
Media placement: Email - Email - 18 July 2009

Describe the brief/objective of the direct campaign.
With a limited budget, TOWER Insurance wanted to target high value New Zealand consumers and introduce to them how TOWER’s Home and Contents Insurance offered market-leading cover for high value items. The most cost-effective way to target this group was through an email database like The Great New Zealand database. However, we also knew this audience was heavily targeted and bombarded with marketing collateral. To get cut-through, we would have to create something engaging and compelling, that grabs attention – never an easy task within the restrictive email medium.

Explain why the creative execution was relevant to the product or service.
After segmenting a high value audience within the database, we timed its send to coincide with the school holidays that were about to kick off. With many families heading out of town for ski trips and winter retreats, we appealed to this part of the audience to make sure they had their valuables covered while they were away on holiday. Online searches for Contents Insurance in NZ had been ranking exceptionally highly on Hitwise in the weeks prior, so the timing was right and we were answering a consumer need.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
TOWER’s Home and Contents Insurance offers market leading cover for high value items such as jewellery, antiques and artwork. We came up with a novel way of demonstrating the benefits of this cover via email. As with many emails, the recipients were asked to download images to see the email in its entirety. With ours however, when they downloaded the images they discovered that one was still missing. A piece of art that had been stolen. Users were then asked to contact TOWER about protecting their most valuable possessions.

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 results were fantastic. We achieved an outstanding open rate of 45% overall. The email delivered 2,170 visits (via 27 locations around NZ) to the TOWER website, and more importantly it generated 61 online quote requests. With a combination of clever segmenting, perfect timing and impactful creative, this execution delivered way beyond the client’s expectations.