1. FBD Our Policy is You Agency: Ignition Integrated Ideas People anpost.ie/mailmedia

2. Our Policy is You The Challenge In the first 6 months of 2010, FBD Insurance’s Win Back/Acquisition direct mail campaign responses had levelled out to a frustratingly low level. There was also something of a disconnect with their ‘Our Policy is You’ TV advertising brand positioning not being utilized and integrated with their direct mail. FBD wanted to reverse this trend so they asked Ignition Integrated Ideas People to help dramatically increase the volume of inbound call traffic for quotations which could then be converted to policy sales.

3. Our Policy is You The Target Market A carefully selected Customer Profile whose renewal dates were due shortly or people who previously enquired and received a quotation from FBD were mailed across July to December 2010.

4. Our Policy is You The Thinking The thinking was to simplify the approach and to reconnect with the customer by using copy and a high degree of variable data within a simple letter communication. Direct Mail is an extremely measurable channel in terms of budget, response measurement and ROI. Insurance in an important purchasing decision and by using Direct Mail it was a more private, but also a very direct and personal medium to deliver a proposition to the consumer. In support of the brand positioning ‘Our Policy is You’, FBD created a tone of voice that was relaxed, personable and conversational, so consumers felt the letter was coming from somebody they could trust as having their best at heart in terms of the best policy and benefits.

5. Our Policy is You The Mailing By getting the databasics right first and combining it in a design template for all three insurance policy types, the digitally printed and personalised conversational copy enabled the letter to ‘do all the talking’ for FBD and powerfully reinforce their ‘Our Policy is You’ proposition. This was even printed and personalised on the back of the letter.

7. Our Policy is You The Results The campaign delivered a marked increase in quote request traffic and converted sales from the very first mailing (e.g. Car Insurance quote rate jumped from 5.7% to 37% and acquisition jumping from 1.7% to a high of 8%). In addition to an increase in quote and sale conversion rates, the cost per acquisition dropped by 56% making this an extremely effective campaign. So much so that following the campaign, FBD sent out a Thank You letter to all new acquisitions complete with personalised season’s greetings.

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