State’s brand promise ‘Brilliantly Simple’ is about making insurance easier and faster for everyone. As part of this, we have created a simple ‘blue world’ in which the brand lives. It’s designed to stand out from the clutter, creating a calm space in which we can communicate our message. The core creative challenge behind the Click. Pop. Win. campaign was to put a positive spin on a negative event. We had to communicate to customers that the number of Fly Buys points they earned with State was going down, without losing their business. Strong Art Direction, copy, imagery and typography were key to this. We needed to create a distinctive experience both offline and online which felt simple to engage with and made customers feel instantly rewarded for being with us. The game play needed to be easy and fun, reflecting the visual identity and quirky tone of the State brand. We used State’s blue cyc as the background for the campaign, then we created five distinct images as sharp implements for ‘popping’ the balloon. Customers could choose between the chainsaw, the pineapple, the stiletto, the rocket or the swordfish, each of which came with the appropriately amusing sound effect and approached the balloon in a different way. Finally, we chose 3D type to communicate the ‘POP’, which burst onto the screen once the balloon had burst, dramatizing the number of bonus points customers had won and creating a feeling of celebration.
We needed to mitigate the impact of the Fly Buys change, retain ‘at-risk’ Fly Buys members and increase engagement of moderate Fly Buys customers. In doing so, we needed to ensure we: o Didn’t accelerate customer churn o Captured missing email addresses from our DM base – the target was a 5% increase o Reminded customers of the benefits of being with State, including multi-policy discounts, online discounts and the State mobile app. State Click. Pop. Win. was a runaway success, mitigating any potential reduction in policy renewal rates, despite the less than positive news we needed to deliver. Not only did we avoid customer churn as a result of this campaign, we saw a 3% lift in our policy renewal rate. Of the 89,279 State customers contacted, 29% visited the campaign microsite to claim their instant prize. When it came to email capture, our target of an additional 5% was blown out of the water with 56% of responders (13% of our target audience) giving us a new email address. Plus 94% of all responders (22% of our target audience) validated, updated or gave us a new email address. The higher the customer’s engagement with the Fly Buys programme, the higher the corresponding response and email rate. What’s more, policy renewal rates among targeted customers were significantly higher than among non-targeted customers. The eDM was the most successful, with a response rate of 36% and an email validation rate of 28%, 16% of these being new emails.