VARIABLE MARKETING DRIVEN BY FSA
With 9 regional clubs arranged across 11 provinces, and five different demographic splits within those, the versioning for the unaddressed direct mail was quite complex, but that complexity became even more interesting when we got to the web. Using census data to determine the demographic make-ups of the FSA’s of each club’s territory, we developed creative designed to resonate with each of these demographic groups.
Creative that crossed channels
To drive users to the web to engage, we assigned a PURL to each FSA, and in addition to concepts designed to resonate with that age group, we also used variable imagery that each group could relate to. Linking this personalized imagery to the landing page for each, we drove them to a variable landing page that collected additional data about the user.
Letting the user self-identify
Whether they were delivered to us through our banner ads or via direct mail, users could explore the different options available to them across the entire CAA health and dental insurance product line. When they selected their family status and confirmed their age band on the landing page, the site re-configured both the information and the associated imagery as they clicked through. When they were ready to purchase or generate a quotation, the micro-site delivered them seamlessly to the relevant pages within the underwriter’s (Manulife Financial) site.