VicSuper is a large superannuation company, with a primarily Victorian client base. They have 250,000 members and manage funds of $11b.
Project Objective
To generate approximately 500 super advice appointments over three months before the end of the financial year.
The Brief
To generate ‘free’ appointments with VicSuper’s advisors for people looking to plan for their retirement, with a view to these appointments being converted to VicSuper members. The client outlined three Mosaic segments they most wanted to reach. The appointments had to be made before 30 June 2013 due to pending legislative changes.
Our Recommended Approach
A multifaceted approach to engaging with a narrow target market was developed. Different creative executions were developed for the DM, as the motivations, lifestyle and consumption habits of the segments were quite different.
To support the direct marketing campaign, and cast a broader net, digital display advertising was recommended. Some print, and remarketing via the Google display network, was also added.
The Process
Direct mail lists were sourced that were modelled on the appropriate Mosaic segments (and other geographic and income criteria). The DM pieces were personalised with first name in the key creative message. A media planner was briefed to book the most appropriate media
Creative Challenges
The primary challenge was a narrow target market. VicSuper wanted to target people in their 50s, with relatively high super balances and within travelling distance of a VicSuper Advice Centre. This meant many activities would have high ‘wastage’.
Superannuation is also a relatively low-engagement area and it’s consistently difficult to motivate people to act, even in their own best interests.
The Result
The campaign immediately generated visits to the VicSuper website and calls to make appointments. The campaign was actually discontinued 2 weeks from planned conclusion as all appointments were filled — so a great success. The client expressed satisfaction at the results as well as the creative executions and the service provided.
