Own brand and affinity insurance products
Our challenge was to develop control creative under own brand for Personal Accident, Hospital Cash Plans and Health Plans through an extensive testing program. Then roll out to partner brands ranging from Screwfix to Barlcays, from NASUWT to More Than. Then adopt a continual process of testing and refinement to find the most persuasive messages and the most cost-effective media both online and in print.
Flexing control creative for different brands means flexing propositions and getting the tone of voice right. After all, what makes a teacher want personal accident cover and how you tell that story, is quite different to a self employed gas engineer or scaffolder.
We established control DM creative for the welcome and acquisition packs for Cancer, PA, health cash plans and hospital plans. Due to the highly competitive market sector specific results are confidential and cannot be shared in the public domain.
“In Daisy we have found an agency we can trust to consistently deliver high quality work. They know our products and understand the markets and environments we operate in. They work efficiently to deadline and always deliver to budget. Quite simply, they are very easy to do business with and are an important part of our marketing team”
David Newley, Head of Marketing AIG Direct
Making a TV ad work in press and direct mail
The WellWoman Plan is an AIG branded cancer plan for women and our role was as the challenger agency in ‘broad market’ to support the ‘I Love Me’ DRTV campaign (created by the lead agency). This was after our success in improving ROI with the same product in Affinity.
When it came to a hard nosed direct response translation AIG turned to Daisy. We occupied the challenger spot for 4 years outperforming and beating control in all cancer, hospital cash plans and health plans.
With ‘I love me’ we established control DM creative for the welcome and acquisition packs. Due to the highly competitive market sector specific results are confidential and cannot be shared in the public domain.
We had 5 segments based on age, gender and lifestage. Within those we also had to manage different stages customers were at – some existing, some out of contract etc. The data project was complex (handled by a specialist data company) and the creative testing campaign extensive. We delivered templates with versioned image, headers and copy and managed the smooth process working with a another email publishing company.