Interpolis is a leading insurance company from the Netherlands. Interpolis offers small businesses the Compact Business Policy: one policy for all business insurance. The business insurance market is difficult to penetrate. Growth can only be achieved through brand switching. Moreover, for entrepreneurs insurance is a low-involvement item. Switching is considered bothersome, so communications with impact are essential.Interpolis always sells insurance through the Rabobank or agents. To generate leads for Rabobank Rotterdam, a mailing had to be developed which they could send to their prospects. Single aim of this mailing: consultative talks between agents of Rabobank Rotterdam and prospects.

Interpolis advertises in mass media with confrontational pictures of damage. In direct marketing we went a lot further: damage actually suffered is central. Damage must not only be visible, but also tangible. For the Compact Business Policy this resulted in 'mutilated mailing', which made transport damage really felt. The mailing was driven over, smeared and torn before being fished from a puddle by an observant passer-by. Ultimately (sealed in plastic and with an official disclaimer from the Dutch Postal Services) it landed on the recipient's desk.

You can't get any closer to ‘genuine’ transport damage.

Response target: 10%. Achieved: 33%. More than 300% above the target set. The mailing was set up as a pilot. The success of the pilot subsequently led to extensive use of the mailing. Even better, the concept behind the mailing (making damages not only visible but also tangible in the mailing itself) is now the starting point for all Interpolis direct marketing promotions.