In the highly competitive insurance industry, where brand loyalty is low, Travel Insurance Direct was
experiencing similarly low conversion rates.
Looking to establish a point of difference, HYLAND was given the brief to launch new branding,
generate fresh leads and convert sales.
Through these teams, we were able to develop a solution for TRAVEL INSURANCE DIRECT, that led to
an ongoing approach in market for TID.
Travel Insurance Direct had a generic brand name, making an intelligent search
strategy a TID more difficult, particularly in an industry where consumers make
their choices based primarily on price point.
The rebrand of Travel Insurance Direct needed to communicate a memorable
brand personality that consumers would remember and develop a connection to,
thereby fuelling new leads and sales.
Firstly, it was decided the rebrand would be based around the company’s acronym – ‘Because travel
can be just a TID unpredictable’.
Using a tone of voice that was reassuring, good-humoured and credible, so as to drive brand love,
the idea was to make audiences notice and think about the importance of travel insurance, before
prompting them to buy a policy with TID.
With most leads generated between 8 and 11am, commuters were the primary target, so high-reaching
mass media channels were utilised to drive brand awareness and credibility, while programmatic media,
dynamic creative and audience profiling pushed conversions and sales.
The results were as impressive as they were immediate.
In just three weeks, there were more than 285,000 video views and 44,000 search impressions, some 1200 app
installations, while the YouTube discovery ads delivered 72 per cent of the planned views at a cost of just ten per
cent of the budget!
This translated to launch week being the fourth highest sales-week in terms of units sold – a massive 48 per cent
increase on the previous week’s sales – in what was a low sales period.