Accident With Your Name On It
Ambulance Victoria
Issue 5 | July 2008
Agency
Rapp Collins Melbourne
Creative Team
Fiona Davison, Michael Faudet - Creative Directors;Ben Jelfs, John Akritidis - Art Directors;Andre Elhay, Michael Davey, Callum Fitzhardinge - Copywriters
Production Team
Tristan Alexander - Director, Agency Services
Other Credits
Malcolm Harvey, Fleur Crawford, Kylie Hancock - Account Service
Date
April -May 2007
Background
Ambulance Victoria currently attract 6,500 members per month (80,000 per year). The aim of this campaign was to increase recruitment of ambulance members to 8,333 new members per month (100,000 per annum) and to reduce the attrition rate from 7% to 5% of total members.
Idea
Ambulance membership isn't something you think about until you have an accident. Research showed that the target audience, whether young singles or families, is adept at side-stepping the issue and see cover as something other people need not them. So the biggest challenge was to prove the value of membership.
The campaign tactic was to apply names to waiting accidents and then reveal the cost of an ambulance trip, with membership ($60) or without (up to $5,500). Easter was chosen as it is one of the busiest periods for accidents.
Results
Call centre sales went from an average of 104 phone sales per day to an average of 220 phone sales per day for the duration of the campaign - an increase of 111%.
Target Audience
The primary audience was metro-based young couples and singles with no children and who were unlikely to have health insurance, believing it won't happen to them. The secondary was young families with young children and time-poor schedules.
Our Thoughts
A good TV and radio campaign ably backed up by an unsettling mailing (photographic equivalents to the bullet-with-your-name-¬on-it), ensuring that the target demographic are stopped in their tracks.