2013 Bronze Business to business

Client Callcredit

How did the campaign make a difference? Callcredit needed a platform to introduce the brand and the breadth of offering. A mailer replicating a claims folder with outlandish claims produced some of the most outstanding ROIs ever seen – from the number of inbound calls generated to the number of introductory meetings booked.

What details of the strategy make this a winning entry? As a data services provider, it was so important to be bang on the money with audience targeting: with a message going out about how accurate the data was, Callcredit couldn't send the mailer out to someone who didn't work there any more, or spell someone's name wrong! The most highly targeted list possible was produced, with an initial base of all the insurance companies that could possibly be spoken to. These were prioritised by size, with a focus on the 25 most important prospects. The message had to go out to more than one contact at each company, as there would be separate responsibilities across direct and digital marketing, customer acquisition and customer retention. Each and every one of the insurers was rung and a list of job titles and responsibilities was generated (and then validated!). The final audience was 95 contacts across 27 separate companies. As the audience was so small, the pack could really go to town, given a £2,000 budget.

How did creativity bring the strategy to life? Let's face it: insurance and data are probably two of the most boring subjects to tackle.... so imagine the nightmare of tackling both in one mailer! A beautifully detailed claims folder was produced, including details from the claimants with the background to each of their 'tall stories'. Each was a well-known children's tale from the perspective of the victim, focusing on what they had lost, what had been stolen, what they would need to talk to their insurer about replacing. The copy had to work its magic as the brand wasn't introduced until after the tall stories.

Results Given the size of the audience, there was the luxury of a post-mailing telephone follow-up to all prospects. 93% of the audience remembered receiving the communication, and a whopping 72% were happy to act on the back of it, from setting up a meeting to sending an audit file for testing.