Sales increase. Fast.

The Challenge

AMP have a need to keep sales of core products strong. They also need to broaden and deepen their customer base in what has been a relatively stable market catchment. Lifetrack was a very strong product with a weak customer proposition. 

The Solution

DNA refined the proposition and deployed an sales campaign that included TVC, Press, digital and Home page takeover to inject sales activity – fast. The roll out of the campaign platform for the Lifetrack suite of products centred around starting a new conversation with customers who unsurprisingly don't really want to talk about the big stuff – life, death and what happens when I am gone – if they can really help it.

The integrated campaign was built around the relatively first step of simply getting consumers to check the amount of life insurance they actually needed. Insights taken from research indicated that although large numbers of New Zealanders have some form of life insurance product – the cover they have may not be adequate to help maintain their standard of living.

Starting with an online tool built into the AMP home page the campaign included a 30 second TV spot and a series of online banners. A strategy and media plan that utilised a mix of digital, Television and press media, and interfaced with campaign site and AMP homepage takeover and calculator interface.

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