This week sees the announcement of the winners of the DMA annual awards where Hiscox in conjunction with WDMP has picked up Silver for their best use of mail.
Why we love this campaign
The Ark team really love this campaign; it’s refreshing to see such a highly-targeted use of mail clearly demonstrating its value in the marketing mix. A successful direct mail campaign relies on accurate data, excellent targeting, innovative design and a great campaign strategy; the Hiscox campaign has it all.
Why did Hiscox choice responsive mail?
Hiscox chose responsive mail to reduce the reliance on less effective PPC channels. Their objective was to create standout in a highly cluttered market driving direct quotes. Mail was the perfect choice for this strategy as it enabled Hiscox to deliver a highly targeted, creative campaign to their target audience of high-net worth households. Clever use of in-market insurance data was correlated against a UK wide file using household income and property type/value as well as insight derived from their known insurance premiums to ensure the targeting was as precise as possible improving relevancy for the recipient. The challenge was to target these individuals and highlight that their current insurance cover may not be providing the level of protection they need, leaving them underinsured.
Listening to customer calls helped Hiscox identify a common oversight; customers would remember to insure large ticket items such as jewellery, watches and antiques but would overlook the day-to-day. This insight helped drive the creative strategy and messaging ‘are all the things you love covered’. The creative used an antique wardrobe which opened to reveal a number of designer items that may not be covered by other insurers.
The end result
The campaign was highly successful and delivered Hiscox their most successful month ever. This clever use of mail clearly demonstrates that insight driven targeting and use of data combined with compelling creative creates a highly successful mail campaign. It’s great to see brands like Hiscox leading the way in mail innovation, well done guys, such a beautifully executed campaign and well deserving of this award. See full details on the award winners here.