Direct mail case study: Challenging motorists to beat its price

Budget Direct Insurance’s recent marketing campaign was aimed at positioning the brand as the best value, smarter insurance option for consumers. Targeting Singaporean motorists in search of better value, its latest direct mail featured the insurer’s mascot named Budsy, a sock puppet which has been central to many of Budget Direct Insurance’s marketing and advertising drives.

Budsy, the friendly value-seeker, was on a mission to help Singaporeans find a better deal on cars, motorcycles and travel insurance. The online insurer found that Budsy, a true blue kiasu Singaporean, had been instrumental in driving brand awareness. The concept redefined the traditional tone of insurance advertising in Singapore and allowed Budget Direct Insurance to stand apart in this sector.

Visually, too, the bright, bold Budsy sets itself apart from the usual business mailers that drop through the letter box. The primary marketing message on the direct mail was the insurer’s ongoing campaign “Pay Less with Budget Direct Insurance or Get SG$100”, said to be one of Singapore’s more compelling car insurance offers. Challenging motorists to compare their current renewal price from other insurers, Budget Direct Insurance would send them SG$100 if they couldn’t beat it. Motorists were directed to go online to get a quote with Budget Direct Insurance or call the company at its city-based call centre.

A supporting message showed images of genuine Budget Direct Insurance customers telling the company how much they had saved by switching their insurance. Distributed island- wide to all Singapore households for mass reach, the direct mail was an ongoing marketing initiative by the online insurance company. The mailer also featured its travel insurance and motorcycle insurance products. As a digitally-led insurance business with a growing presence, Budget Direct Insurance believes utilising traditional direct mailers is a smart way to extend its reach off-line. The “Pay Less Get SG$100” campaign was backed up with advertising on taxi fleets, buses, billboards, print media, radio and digital.

Objective

To encourage motorists to get a quote either online or over the phone.

Target audience

All Singaporean motorists – male and female, aged 30 to 59, either singles or families with children. The mailer also made mention of the brand’s other products – motorcycle insurance and travel insurance.

Results

The online insurer received 100% more impressions on its dedicated campaign URL, which led to more online quotes. It also generated more phone enquiries at the Budget Direct Insurance call centre, leading to more quotes given over the phone.

The writer is Geoffrey Dickman, head of marketing, Southeast Asia Auto and General Southeast Asia.

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The Direct Mail Case Study is brought to you by Marketing Magazine in association with SingPost.