Major direct insurance company agency pitch
The challenge:
Our client was on the pitch list of a very high profile brief for an insurance company. The brief was based around driving response and integration with the overall brand strategy.
However the agency had an issue with an area of the brief that they wanted to challenge. The client had said that multi-product advertising was required and that this would get the best return on investment.
What we did:
Built a survey that was designed to gain further insight into the consumer’s decision making process, but also show some creative with multi-product offerings.
The idea was to see what the recall was of the insurance categories that were being advertised. Included in the pre-coded list were some red-herrings along with the actual products featured, but now not on display to the panellists.
What happened:
Insights were uncovered which demonstrated the different decision making steps that people went through for different types of products. Additionally it was proven that recall in the multi-product ads was limited which could potentially have an adverse affect on return on marketing investment.
This enabled the client to successfully demonstrate their “don’t make assumptions, but learn” mentality which ultimately played a part in them winning the pitch.