Bupa - "Out of the Blue"
The brief: Bupa wanted to talk to their newly developed customer segment groups and really get to the bottom of why people lapse and how can they could make them stay.
They set us a challenge - to reduce their lapse rate by offering their members a genuine ‘thankyou’ reward, giving them a reason to stay, that isn't just price related.
TLC answer: We created a bespoke and unique campaign and portal for Bupa “Out of the Blue” – and using our huge partner network we were able to create bespoke rewards for each individual customer segment based on what we knew about them.
We knew lifestyle rewards were far more beneficial than monetary as Bupa wanted to drive emotional engagement and conversation, which is particularly challenging in the insurance sector.
We also worked with Bupa to ensure this was a genuine ‘surprise and delight’ campaign and not linked directly with the customers insurance renewal.
The results: Customer engagement and interaction:
- 25k pieces of DM sent to carefully selected control cell
- 57% of people visited the promotional website on the back of DM (previous “free giveaway” campaigns response rates of 20-25%)
- 27% of people who visited have gone on to claim their free reward (previous “free giveaway” campaigns conversion rate was less than 0.5%!)