The digital world has in many ways made life easier, but it has also created new forms of crime. About 300,000 Norwegians have to date been victims of ID theft. For example by having personal information abused to take out loans or buy items online. With the introduction of the benefits programme Tryg Plus, Tryg wanted to increase the loyalty of its existing customers and ensure that they understood and experienced the benefits as differentiating. The benefits of the programme include Tryg ID, which helps in limiting the effects of and straightening out the financial consequences of an ID theft.

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.

Using the overall concept of “There’s only one you – let’s keep it that way”, we sent the Tryg customers a personal letter in an envelope that had already been opened... It showed how easy it was for prowlers to steal your personal information. As a supplier of safety, however, we needed to quickly reassure the customer and make them feel safe – so inside the opened envelope, the customer found a closed envelope with a calming and explanatory text. Response rate 22.4%.

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.