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LifeDirect by Trademe, New Zealand’s leading online life insurance aggregator, was finding TV too expensive for brand building alone. How could we increase leads, grow revenue and improve ROI on their TV investment?
Market research showed there were three lifestyle events strongly linked to buying life insurance: having a baby, buying a new home or getting married. Mums were key decision makers, and banks were core competitors, selling life insurance with mortgages. Using these insights, we created classic direct-response TV ads featuring ‘Simon the Sloth’, an everyday Kiwi who represented our target audience at key moments in their life. LifeDirect made it so easy, even Simon could get the life insurance he needed.
We proved that with the right emotional connection in the right environment, TV can be an effective channel for direct response. Average customer applications are up week on week with a sustained increase of 25%. The leads have also increased in quality, with traffic conversion up by 15%. LifeDirect’s revenue has grown by 32% since making TV their primary recruitment channel, and ROI is now up to $2.54 per dollar spent. Best of all, the cost of the creative has been completely recouped in the first four months of usage.