PROBLEM: To acquire new auto insurance subscribers, using direct mail.
PROCESS: After reviewing past creative and learning about the audience we decided to take the tried-and-true approach — a business-looking creative that was strong on savings and discounts. Still, we needed to find a hook that separated Plymouth Rock from the well-known nationwide auto insurance companies. We accomplished this by emphasizing that Plymouth Rock is a local company offering personalized service. But what made this really strong is the great data we incorporated — half a million local drivers have switched. We combined that data with a feeling of wanting to belong to this group. This is the sentence (pulled from the direct mail piece):
“…Don’t miss out! More than half a million Pennsylvania and New Jersey drivers have switched to Plymouth Rock Assurance, the regional car insurer that’s growing fast in your area, and the customer reviews are outstanding…”
RESULTS: I’m excited to say this piece did very well — it outperformed the control!