|Product / Service||INSURANCE|
|Entrant||AIM PROXIMITY Auckland, NEW ZEALAND|
|Entrant Company:||AIM PROXIMITY Auckland, NEW ZEALAND|
|DM/Advertising Agency:||AIM PROXIMITY Auckland, NEW ZEALAND|
|Mike kelly||Aim Proximity Ltd||Copwriter|
|Matt Hampton||Aim Proximity Ltd||Art Director|
|Sharyn Howard||Aim Proximity Ltd||Head of Production|
|Serena Fountain-Jones||Aim Proximity Ltd||Producer|
|Paula Castle||Aim Proximity Ltd||Account Director|
|Terri Cumiskey||Aim Proximity Ltd||Account Director|
|Michael Barnfield||Aim Proximity Ltd||Creative Director|
Despite having some form of business insurance, 66% of small businesses currently would not survive a major insurance claim. With this in mind, TOWER insurance wanted to drive more leads for TOWER’s Tailored Business Insurance policy, by talking to businesses and demonstrating the benefits of dealing directly with TOWER.
Much like a fire would interrupt business, we carefully let the hole interrupt the copy, so it read in “stop-go” fashion, and emphasised the dramatic consequences an event like a fire could have on their business.
The focus was on business trade/construction (builders, electrical, plumbers); business services (consultancy services, accounting, personal services, automotive repair); retail (general retail, café/restaurants, travel agents, beauty/hairdressers), and some manufacturing categories. We targeted owners of small to medium sized businesses with less than 10 employees – the kind that would really suffer if they had to make a major claim. We confronted business owners with this reality by sending them a letter that had a hole burnt through it.
The results are confidential at this stage as the campaign is still in the market, but the client shared positive feedback with us since the letter is out-performing past efforts in what is a difficult market.