BENNETTS BIKE INSURANCE
Fun, freedom and helmet hair
CHALLENGEGeneral insurers had entered the bike insurance market, and Bennetts were starting to lose market share, and wanted to win it back.
INSIGHTFrom functional to fanatics, riders are passionate about bikes, and although they choose insurance on price, they also want quality and someone who understands their specific needs.
IDEAWe created a campaign that empathised with riders, showing that we truly understood them and what it was meant to choose two wheels over four.
PERSONALISED DIRECT MAIL
To help drive acquisition a personalised direct mail was sent to people who had previously had a quote. The mailers was digitaly printed so as well as personalising the message, we could personalise the pictures too, showing photos of similar bikes to theirs. The DM was followed up with an email that was sent out days before their renewal date as a final push to get them to switch to Bennetts.