Having proven that DM is an effective acquisition channel for Hiscox Home Insurance, the client brief was to create fresh creative to test against our successful wardrobe campaign. The added challenge was to design a pack that was also more cost effective in order to drive a lower CPA.
49% of the Hiscox target market still perceives cost as the main driver when it comes to renewing their insurance. We identified that this way of thinking had left the majority of our audience with a policy that left them under-insured.
Utilising multiple data criteria, including Hiscox unique underwriting criteria and insurance renewal information, we targeted prospects in premium postcodes who required non-standard home insurance who we deemed to be in the market for cover.
The solution/ the big idea:
This playful pack leads with the challenging headline “A great offer may not cover a great deal” along with a sale starburst graphic, once opened the graphic becomes a crack in a broken antique mirror on the inside of the pack. Our aim was to make the target market question how they choose their insurance as well as question their current level of cover. To help highlight under-insurance, we wanted the pack to feature a comparison table that directly challenges Hiscox competitors.
The mailer / eDM campaign has just launched this month so we’re eagerly awaiting the results. This campaign will go head-to-head against the wardrobe campaign with 50% of the recipients receiving this creative.