The Campaign

Since no one reads boring email reminders, we decided to take over just the things customers pay attention to. We tracked down people who had visited our website at some point in the past, and took over their entire internet experience. We took over their Youtube experience with retargeting pre-roll videos created exclusively for them. Instead of typical ads, we played several videos that mimicked funny and interesting viral videos that were popular in India. And we 'videobombed' them by inserting our reminders seamlessly into the videos. The videos would continue to play every time they visited Youtube, and continued to remind them until they visited Coverfox again. Further, we took over the rest of the internet as well. We created retargeting banners that created the illusion of articles on webpages being modified by our videobomber.

Creative Execution

We created videos of a Coverfox employee telling out potential customers that he's going to help them remember to renew their insurance. We followed this with 7 videos with reminders seamlessly integrated into them. The videos followed them on Youtube over several days, and even weeks. At the same time, we flooded the internet with web banners as well, which were targeted specifically at these people. The web banners appeared in news sites, fashion portals, sports sites, and so on. No matter what website the customer chose to visit, he was never too far from our reminders.

Within 3 weeks, over 32,000 customers made it back to the website. As a result, Coverfox recorded its highest-ever monthly traffic since its inception. Sales of insurance policies went up by 33%. In short, it turned out to be Coverfox's most successful retention campaign yet.

We tracked down people who visited Coverfox but didn't get around to renewing their insurance. With a little help from Google, we were able to use retargeting in a completely new way. Instead of stalking them and boring them with brand messages, we used the platform to entertain them and create reminders that would actually benefit customers. We also used Google's ad network to flood the internet with static reminders. Since the ads only ran for this specific subset of people, all the messages were relevant and effective.