Direct Mail, Social Media
A product offering gave Card Members a chance take out a Annual 'set and forget' policy if they had multiple trips planned each year. In a competitive market the key benefit focused on a usually unconsidered supporting benefit - domestic travel cover. Simply put Card Members could 'Enjoy the benefits of a frequent traveller even when you're not flying'.
Data segmentation identified frequent travellers via transactional data and matched additional records that met similar profile. A fully personalised with pre-populated application form accompanied a travel inspiring insert with a curious focus on domestic travel cover. A supporting Social Media presence to identified Facebook users increased message reach and frequency.
Segment targeting proved accurate with response 5% above expectation.