Winter Car Kit
Issue 13 | December 2009
Agency
Stephens Francis Whitson
Creative Team
Creative Director: Neil Francis, Copywriter: Terence Bly, Art Director: Simon Panton
Production Team
Production Manager: Robin Murray
Other Credits
Account Director: Sophie Weeden Account Manager: Matt Ramsden Client Services Director: Matt Conner
Date
January 2009
Background
With so many motor insurers out there flashing deals to new customers, it’s easy to shop around for a better offer and just as easy to switch. Rarely are customers rewarded for their loyalty so the relationship between customer and insurer can be fickle. Giving customers ‘a treat’ would be a clear indication of MORE TH>N’s brand promise of ‘We do more’ and would serve to strengthen the relationship with their customers.
Idea
Motor insurance customers were mailed a collection of motoring-related gifts to help them through the freezing winter. A neatly packaged box decorated with winter weather symbols contained a branded ice-scraper, demister cloth and a credit-card sized torch all under the message: The British weather – we’ve got it covered.’
Results
The campaign’s effectiveness will be measured through retention levels at renewal.
Our Thoughts
An increasing number of marketers read Directory and we have included this campaign specially for them. If they are typical of their species, they will be obsessed with acquisition targets and having spent a fortune acquiring their new customers they will then steadfastly ignore them. MORE TH>N are spending money being nice because it’s a damn sight cheaper to keep a punter than it is to buy a new one.
There are so few examples of campaigns aimed at retaining customers, we thought we should publish this as a rarity.