Distill08

Background

CIGNA Life Insurance must continually add value to its partners. As a result, the CIGNA conference was established. Rapp Collins were tasked with creating an invitation that had to attract 40% of the company’s partners to this new initiative. This target audience is already bombarded with conference invitations from different parties, so the challenge was how to get them to take a day and a half out of their lives to come to a conference about insurance?

Idea

The inspiration came from the venue of the conference – the Clearwater Resort in Christchurch, New Zealand. Rather than call this simply a CIGNA conference or seminar, the agency decided to create a conference brand that matched the venue, naming it Distill08 – 'Refined Learnings from CIGNA’. Once the core idea of water, clarity and refinement was in place the rest flowed naturally.

The invitees were mailed a premium glass bottle of water packaged in a wooden box. Each invite featured a personalised url (eg www.distill.co.nz/Sample/) that linked to a website containing all the conference details and registration form.

Results

The campaign achieved a 44% response rate.

Target audience

CEOs and Business Managers at third party business partners.

Volume/size of campaign

100 packs

Our Thoughts

Doing the invitation to one of your client’s conferences is the sort of job that’s normally turned around quick and cheap. But Rapp Collins NZ have thought the whole thing through and, sparked off by the name of the resort, brought clarity to the project.