The Dangers of Backyard Cricket

Background

The Australian insurance market is oversupplied and competitively priced - and who wants to think about insurance anyway? Most consumers wrongly assume that they'll be covered by health insurance if they're injured for a long period. As a new and unknown product, ANZ Income Protection faced a tough launch to an uninterested audience. The main objective was to increase the lifetime value of ANZ's existing customer base and to learn more about the motivations and barriers to the product - gaining valuable profile information from which to build a segmentation model and increase acquisition in future communications.