Most people consider insurance as being of low interest. With a simple and creative hook, we managed to not only inform, but also involve the customer. With Tryg ID being one of the benefits of Tryg Plus we use this benefit as an approach for talking about the other benefits the customer now has through Tryg Plus. We created an interesting and direct entry point that stirred emotions and ensured us speaking time: beyond giving the customer a sense of what identity theft feels like, we managed to grab attention and create a desire to get involved with the product.

In the period from week 41 to 45 the direct mail letter was sent out to 160,000 customers in selected customer segments that are highly lucrative and that fulfil the requirement for being a Tryg Plus customer. These customers were automatically made part of the new benefits programme. The opened letter became a massive success in Norway. Response rate 22.4% = index 224 in relation to the goals and highest traffic to Tryg.no in 2 years.