Topping up sales

2 mins

Royal London had learned that customers with Over 50s Life Cover regularly review the cover they have. Some customers even opt to up their monthly payments to secure bigger payouts for their family at the time of need.

Which makes sense. Someone investing in Over 50s Life Cover will often start with the lowest level of cover because it’s the most affordable. But ultimately, they want to ensure that their family gets as much benefit from the product as possible.

Royal London challenged Red C to create a mailing that tapped into the customer’s mindset.

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Outreach opportunities

At any one time, Bupa have a number of care homes across the UK that aren’t in a position to welcome new residents. Despite this, each of these homes still runs regular activities and events for their residents, however it became apparent how little exposure the good work the homes were doing, and the activities the residents enjoyed, were receiving.

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Beating bankers

At the start of summer 2016, we were pleased to hear from the UK’s largest mutual life and pensions company, Royal London. They dared us to improve their direct mailings and, seeing as we are experts in the field, we rose to the challenge. A new concept was needed to inject some life into the packs and make best use of their iconic branding. A test was proposed of a ‘challenger pack’ versus the control; the game was on.

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