Direct Mail, Social Media
This insurance product offer could benefit all the family however the strategy suggested segmentation by age and gender to better respond to identified Customer Insights. Where available a Social Media presence increased frequency of the message to the target audience.
A strong headline and evocative imagery resonated with the targeted segment with the benefits 'unfolding' as the intriguingly folded pack insert was opened. Pre-populated personalised applications form streamlined customer pathway.
An lift in response proved that reducing total spend and only targeting one gender was a success.