Woolworths ‘Green bench’ & ‘Pick with your head’ DR campaigns
How do you get people to buy insurance where they buy bananas? In hard-working direct response campaigns? The trick was to warmly embrace it all. Year by year, we brought insurance and supermarkets closer - first with a green bench literally outside a store, then with a campaign ‘picked’ to go to the heart of the supermarket brand.
What: <30% year-on-year acquisition growth for car, home and pet insurance.
Where: Campaigns included TVC, online video, OOH, radio, print, catalogue, in-store POS, in-store collateral, digital, mobile, email, social.
What else: My insurance experience includes AAMI, ANZ Insurance, Australian Unity, CommBank Insurance, NRMA, SGIO, Suncorp and Woolworths Insurance.
Year 3 campaign: ‘Pick with your head’ 30’ DRTV for car insurance.
Year 3 campaign: ‘Pick with your head’ 30’ DRTV for pet insurance.
Year 2 campaign: ‘Green bench’ 30’ DRTV for car insurance.