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Aviva Brand Migration case study


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Aviva Brand Migration case study

  1. 1. Aviva<br />Brand Migration Campaign<br /><br />
  2. 2. Brand Migration Campaign<br />The Challenge<br />As part of the ‘One Aviva’ vision, Aviva wanted to communicate their name change from Hibernian to Aviva. Even though there was no legal requirement to inform customer of the name change, Aviva wanted to capitalise on this unique opportunity to target relevant messages to their entire Aviva Group database:<br /><ul><li>drive awareness of product portfolio to generate leads to aid cross selling
  3. 3. update data protection permissions and grow the size of marketable database
  4. 4. create awareness of Aviva and substantiate the brand
  5. 5. reward entire database to aid loyalty and retention</li></ul>Given the challenging business environment and severe pressure on marketing budgets it was critical to demonstrate a strong commercial return for any planned campaign.<br />
  6. 6. Brand Migration Campaign<br />The Target Market<br />Entire Aviva Group Ireland customer database (727,633 records segmented into 11 unique customer segments driven by product ownership, which were further defined into four customer groups).<br />
  7. 7. Brand Migration Campaign<br />The Thinking<br />The data was de-duped externally and certain hierarchy rules applied. A segmentation model of 11 customer segments resulted, driven by policy ownership, Data Protection permission, types of policies they had and their relationship with Aviva. <br />Segments were further defined into 4 groups with clear campaign objectives for each. <br />
  8. 8. Brand Migration Campaign<br />The Mailing<br />Customers received a unique personalised A4 letter (one of 11 types) depending on their segment tailored by targeted product offers, with a variable call to action, variable data protection wording and variable lead generation questions. Each letter contained a unique customer code for tracking.<br />A lead generation form was used to gather additional renewal dates across Aviva’s General Insurance/Life and Health product portfolio. The unique code enabled customers to respond by Freepost or via a microsite All customers received an Aviva corporate brochure with product detail, strength of Aviva, details of discounts and savings and information of Aviva stadium pre launch.<br />
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  10. 10. Brand Migration Campaign<br />The Results<br />10% response rate to lead generation questions <br />8% response rate for competition entries <br />75% lower than standard cost per acquisition <br />Marketable database was extended from 165k to 590k customers<br />
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