RELEVANT DIALOGUE BASED ON RACE, AGE AND GENDER
Zurich Insurance wanted to promote a hospital cash rider to existing and orphaned policy-holders and it was a good opportunity to test variable communication in Southeast Asia. Engagement began with a direct mail piece from the individual’s agent inviting them to go online and claim a free gift. Imagery was varied based on the race of the individual, their age and their gender. Copywriting varied as well, positioning the benefits of the product in a manner relevant to each person in terms of their age and gender. Personalization took the form of name, address, and a call to action from their agent with their mobile number and email address.
The goal of the micro-site was to engage the target and establish a meeting between them and their agent to close the sale. Concurrently, with only 20% of the database having valid email addresses, collecting this and additional information about the target was an important objective. This would allow Zurich to begin to engage in direct dialogue with individuals and pursue additional sales.
The offer was a digest-sized notebook with a customized and personalized cover and the individual’s name on each page. The program ran each week, and notebooks were delivered to the Zurich agents for delivery. They contacted the individual by email and arranged to meet with them – an obvious opportunity to discuss the hospital cash product and any other insurance needs the customer might have.