Cannes Lions

HEALTH INSURANCE

PROXIMITY AMSTERDAM, Amstelveen / INTERPOLIS INSURANCE / 2005

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Overview

Description

Interpolis likes to keep it simple. No hidden conditions or unpleasant surprises. And that’s what you see in their communication. In the DM we crawl into the skin of the entrepreneur. And that’s essential, because how else do you get the attention of an entrepreneur who’s always busy? By sending them a hospital appointment card, including a personalised punched card (and because the punched card carries the address as well, no envelope is needed). He is terrified at first, until he discovers it’s just a mailing about a new health insurance offering from Interpolis, with a care guarantee for entrepreneurs.

Outcome

Normally mailings to the business market achieve a response of 7%. The purpose of the mailing was to reach at least the same percentage. A total of 55,000 mailings have been sent to small businesses. As a result, 7,000 applications for a quotation have returned, a result of 12.7%.

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