RACV

Driving immediate action

Project Outcomes

  • Led by consumer insights into older target market
  • Increased inbound enquiries to call centre
  • Reversed 12 month decrease of consumer contact

Inbound calls to RACV Emergency Home Assist Insurance were in decline every month, year on year. Existing brand equity ads were not driving calls or increasing sign ups.

We created a TVC and digital banners that leveraged the key consumer insight that peace of mind and safety in the home is a key motivator for the largely older target audience.

We used an educational approach for consumers to better understand the features and benefits of the product in order to drive incremental sales.

This led to an increase in qualified leads to the call centre and reversed a 12 month decline in consumer contact.

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