Insurance. A tough market. How could the Co-op stand outin the face of fierce competition?
MAKING IT MATTER
Our data analysis of previous activity, coupled with human insight, told us that people were unengaged with typical insurance discounts. Building on the warmth of the Co-op food brand, we repackaged their £50 discount as a weekly shop (£50 food vouchers), giving people something more valuable than a bald discount. We created a unique offer in the market – insurance with extra ingredients. With the help of award-winning typographer Alison Carmichael we created a series of high-impact communications made entirely from the food that can be bought with the food vouchers, making advertising that looked as appetising as the offer. This idea was delivered via in-store posters, DM, email, door drop and digital display.
After just 6 weeks we achieved 20% above target on car policies, beating all previous records. Lovely.