Emergency Kit
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Emergency Kit

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Emergency Kit Presentation Transcript

  • 1. Emergency Kit
    AA Ireland
    Agency: DirectBrand
    anpost.ie/mailmedia
  • 2. Emergency Kit
    The Challenge
    The trend in the Insurance market has been to offer breakdown recovery as part of your annual insurance premium. This has started to erode some of AA Ireland’s Membership share of the market. The challenge for AA Ireland was two fold:
    To defend market share against other insurance company entrants offering breakdown assistance
    Convert AA Ireland existing insurance customers as AA Member customers.
  • 3. Emergency Kit
    The Target Market
    The target audience was made up of existing Insurance customers who had been profiled in the upper age group and predominately urban based. This profile was chosen after extensive analysis of the AA Membership database to see where the ‘sweet’ spot for targeting insurance customers to cross purchase AA membership.
  • 4. Emergency Kit
    The Thinking
    The strategy was to create an engaging interactive mail piece that would reinforce the key positioning that AA wanted to achieve with their Insurance customers. A highly personalised mailer was designed to show how the AA is personal to you and not just your car.
  • 5. Emergency Kit
    The Mailing
    The creative strategy was to design a direct mail campaign that would appeal in a very realistic way. Everyone will encounter car trouble at some point, but having AA by your side 24/7 will make it an easier journey and for as little as 20c per day.
  • 6.
  • 7. Emergency Kit
    The Results
    This campaign resulted in a response rate of 4.7% in new membership sales
  • 8. Talk to us
    Talk to us
    sign up @ anpost.ie/mailmedia
    We’re the go-to
    people for anything
    to do with maximum
    return on investment
    and sales success
    with Direct Mail
    @MailMediaUnit