Making a TV ad work in press and direct mail
The WellWoman Plan is an AIG branded cancer plan for women and our role was as the challenger agency in ‘broad market’ to support the ‘I Love Me’ DRTV campaign (created by the lead agency). This was after our success in improving ROI with the same product in Affinity.
Good old traditional direct marketing technique works. It works because it is clear, simple, action oriented advertising.
AIG’s main agency were great at the big campaigns, but when it came to a hard nosed direct response translation AIG asked us to challenge them. We occupied the challenger spot for 4 years outperforming and beating control in all cancer, hospital cash plans and health plans.
With ‘I love me’ we established control DM creative for the welcome and acquisition packs. Due to the highly competitive market sector specific results are confidential and cannot be shared in the public domain.