WHEN TRAVEL INSURANCE IS NEVER A PRIORITY
Travel Insurance is a highly competitive industry characterised by low brand loyalty and awareness. The traditional battlefield has been competing on search creating the most expensive terms on Google.
Travel Insurance Direct tasked HYLAND with breaking through these established category norms to find a more effective way to drive purchase.
TIME POOR, NOT A PRIORITY AND LEFT TO LAST MINUTE.
Consumers generally purchased travel insurance during peak times; Christmas & Winter.
Travel insurance is purchased at the last minute, from 2 weeks to before to the day of leaving – it’s a travel checklist item.
Travel Insurance was purchased automatically via their credit cards as part of terms and conditions.
It’s an unemotional category – driven predominantly by price and no major points of difference.Most of the leads were between 8am-11am, Monday to Friday.
Therefore, creating a limited amount of time to have consumers to notice, think and act.
Travellers don’t consider insurance as a positive or integral part of the planning process therefore procrastinating their decision to the last minute.
“Create a TID of excitement”
The solution was to integrate Travel Insurance Direct through the holiday planning process in a dynamic way to elicit emotional responses.
To achieve this we followed our audience segments, to understand who they are, where they holiday and when they holiday in order to create personalised communication.
LEAD WITH DYNAMIC CREATIVE to attract new and existing audiences. The core to this campaign was creating emotional messages and dialling up the excitement of their holiday.
TARGETING AND RETARGETING THROUGH PROGRAMMATIC MEDIA
CONTINUE TO FEED the business and optimise lead generation.
ENSURE SCALE & AWARENESS around the brand, to improve credibility.
LEAD WITH DYNAMIC CREATIVE
CONTINUE TO FEED
ENSURE SCALE & AWARENESS