2013 Winners & Shortlists

The Brief

In a highly competitive market, Continental Insurance needed to increase their customer base while also retaining existing clients. While business for their Employee Benefits Program was traditionally generated through cold calls, introductory emails and bulky information packs, Continental needed an innovative and markedly different approach. In order to peak immediate interest and make a lasting impression, a series of packages were sent out to HR Managers at scheduled intervals throughout the year. The strategy was for Continental to retain ‘top-of-mind’ position by continuously promoting themselves as the preferred partner of choice through their unique service offerings.

Creative Execution

The creative execution stayed relevant in that its singular focus was in communicating why Continental’s Employee Benefits Program should always be the first choice. Simultaneously, the customized, tongue-in-cheek gifts helped maintain interest in the brand and establish a positive environment for creating stronger client relationships. The campaign exhibited innovative thinking for its use of traditional communication (corporate gifts) to deliver the Programs USP's in a symbolic and unconventional manner. Although engagement and entertainment were essential, the campaign remained true to the brand. It kept an authoritative tone and the messaging reflected Continental’s experience and depth of knowledge in the market.

Describe the creative solution to the brief/objective.

Pushing the boundaries of traditional corporate gifting, a campaign of 5 Direct Mailers was created, each highlighting a core value of Continental’s Employee Benefits Program. Each box was intentionally designed to look the same on the outside, pinging a subconscious reminder and reinforcing brand visibility. Upon opening, the recipient would realise that a different gift was presented each time, communicating a new benefit. Also contained within, was a video introducing the Program highlighting the Continental difference. The expectation was that clients would contact Continental after receiving the first gift, if not immediately, then at-least by the third or fourth receivable.

Results

Feedback was immediate. Emails, SMS’s and calls of appreciation were received soon after the first round of gift boxes were distributed. Out of all boxes delivered to potential clients, 65% resulted in introductory meetings, which lead to 10% in new business. While boxes delivered to existing clients resulted in 100% renewed contracts. Sales from the Employee Benefits segment grew 110% from the previous year, with contributed revenue going from 10% to 18% in a single year.