Direct Mail, Social Media
Mature aged Card Members that lead active lifestyles were identified through various data selection criteria. Further Customer Insights identified that recovery from an accident may take longer than in early years, yet this audience segment wanted to maintain their busy/active lifestyles regardless. The proposition 'Now taking a break to recover needn't put a brake on your daily routine' alleviated concerns.
Crafted copy appealing to Customer Insights, imagery that reflected lifestyle and a quirky Direct Mail pack insert, alongside a pre-populated application form increased the lieklyhood the Card Member would read contents and become informed of product benefits.
Not only was the campaign objective achieved but 'socialising' of the product offer was identified as recipients became product advocates passing onto their peers for consideration.