Direct Mail, Email Marketing, Landing Page
High nett-worth income practitioners including Surgeons, Doctors, Lawyers were previously sent a offer of insurance cover with limited outcome. MindWorks re-packaged the product (in fact the whole suit of products) to cater to this specialised audience. Masterlife offered a 'whole new level of cover' with a premium look and feel at more than affordable premiums.
An oversized and highly personalised Direct mail pack - printed in metallic silver, presented as elegant and considered - not just another 'sales pitch' - ensuring the pack would be opened. The Customer Conversion Pathway - both offline and online - considered our time poor market 'customer experience' allowing them to respond in three clicks. An additional offer of a 'leather attache' to file these important documents gave ING the opportunity to introduce other cover within the same MasterLife suite in an intelligent manner. A note pad with branding and minimal contact details was included to keep MasterLife top-of-mind for this time-poor audience.
A guide to the success of the campaign was the need for sourcing an additional bulk quantity of leather attache to meet demand.