Bennetts
Giving financial services a biker attitude
Brief
Bennetts is the UK’s No.1 motorbike insurance brand. Through one of the most talked about insurance campaigns in recent years, we had already created a brand that injected bikers’ attitude into the sterile world of financial services. Our next challenge was to drive customer retention and acquisition through DM, a cluttered and difficult channel.
Approach
We believed in the brand and the philosophy it was founded upon. DM was a great opportunity to showcase how effective thinking like a consumer can really be. But we needed to really push the brand, not dilute it with boring sales-led messages. If Bennetts was an insurance company with a biker’s attitude then we should be treating DM more as an opportunity for one biker to talk to another.
Solution
Our creative championed the things only a biker could love – flies on a visor, tyres on gravel, the rush of the open road. We flooded this across a series of targeted pieces including postcards, roll-fold leaflets, welcome packs and e-mails. This instantly connected with our audience who appreciated a devotion to detail that showed Bennetts really understood them and was therefore best placed to insure them.
Results
Despite a shrinking market and intense pressure from comparison sites, our campaign helped set new records for both customer retention and acquisition, unmatched in Bennetts’ 80-year history.
NEXT >>
<< PREVIOUS