Our task was to develop an integrated campaign that would drive uptake of a new life insurance product enhancement (flexi-linking). Flexi-linking enables advisers to link a client’s life insurance policy inside super with additional benefits available outside super. Through our communications we needed to ensure that advisers were aware of the benefits of flexi-linking and had the right tools to sell the enhancement to clients.
Optimo delivered a fully integrated B2B campaign which incorporated a DM pack, a “Changes at a Glance” brochure summarising the product enhancements, merchandise, website eDMs, PPT, webcast animation, banners and magazine advertising as well as an eight minute demo of the new CommInsure Product Disclosure Statement (PDS).
The campaign generated lots of adviser engagement and positive anecdotal feedback. Unprompted, advisers sent pictures of themselves to CommInsure emulating the yoga poses of the campaign’s hero ‘flexible adviser’.
The success of this campaign saw CommInsure being named Marketing Team of the Year at the Money Management Fund Manager of the Year awards.