Hyland | TID Travel Insurance
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Understanding the audience a TAD Harder!
THE CHALLENGE

 

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.

    • DATA INTELLIGENCE

      DATA INTELLIGENCE

      BEHAVIORS
      INTEREST
      INSIGHTS

    • BRAND CONNECTION

      BRAND CONNECTION

      STRATEGY
      PLANNING
      CHANNELS

    • DIGITAL

      DIGITAL

      PROGRAMMATIC
      SEARCH
      LEAD GENERATION

    • CONTENT

      CONTENT

      DYNAMIC CREATIVE
      SOCIAL

    • DATA OPTIMISATION

      DATA OPTIMISATION

      LEARNINGS
      INSIGHTS
      RECOMMENDATION

    INTEGRATED SOLUTION TEAM:

    Through these teams, we were able to develop a solution for TRAVEL INSURANCE DIRECT, that led to
    an ongoing approach in market for TID.

    THE INSIGHTS

     

    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.

    THE STRATEGY

     

    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.

    THE EXECUTION

     

    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.

    Awareness was built by engaging with consumers wherever they were consuming relevant content before
    getting to work – including brand video reach of 1.6 million, out of home reach of 1.9 million,
    and radio reach of 1.6 million.
    Then, destination-based reminders on social media were employed to convert quotes on site or emailed quotes.
    DATA INTELLIGENCE DASHBOARD: Ability to optimise weekly.
    THE RESULTS

     

    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.

    LIKE WHAT YOU SEE?

     

    Let’s start a conversation about the results you want and how we can help you to achieve them.

    SEE MORE WORK