The Dangers of Backyard Cricket
ANZ
Issue 5 | July 2008
Agency
Rapp Collins Melbourne
Creative Team
Paula Keamy, Fiona Davison - Creative Directors;Ben Jelfs - Art Director ;Andre Elhay - Copywriter
Production Team
Tristan Alexander - Director, Agency Services
Other Credits
Clare Jones, Liam Markus - Account Service
Date
June 2007
Background
The Australian insurance market is oversupplied and competitively priced - and who wants to think about insurance anyway? Most consumers wrongly assume that they'll be covered by health insurance if they're injured for a long period. As a new and unknown product, ANZ Income Protection faced a tough launch to an uninterested audience. The main objective was to increase the lifetime value of ANZ's existing customer base and to learn more about the motivations and barriers to the product - gaining valuable profile information from which to build a segmentation model and increase acquisition in future communications.
Idea
The target audience for the campaign was men with young families who've 'settled down'. This group strongly believes that they take fewer risks than in their younger days. Subscribing to the typical carefree Australian notion of 'She'll be right', they don't imagine that their lifestyle will put them in danger of being injured to the point that they can't work. The idea needed to break through this complacency, reminding the target that unfortunately the most innocent activities can potentially put you out of action.
In a departure from the usual insurance tactics, the agency presented prospects with a logical argument on a one-to-one level, using a dry sense of humour and straight-talking copy. The copy style carries the reader through to a clear call to action - by which point he has had a laugh and the realisation has dawned that he needs this product in a hurry. To get the message across, they sliced off the customer's appendages, threw them off a roof, and hit them around the head - all as a result of an innocent game of backyard cricket.
Results
Since income insurance is a relatively large investment, the objective for the call to action of visit www.anzcalculator.com was set at just 1%. The actual response rate was 30% above that at 1.3%. This was a very good result for a new category entrant in a competitive marketplace.
Target Audience
Men with young families who've 'settled down'.
Size
30,000 mailings
Our Thoughts
The illustration and sentiment of the booklet in this mailing had us all smiling, but it was the accompanying letter that sealed the deal. Unstuffy and down-to-earth, this is an example of familiar copywriting that many financial mailers could do with.