Bupa Out of the Blue finalists again in the Insurance Marketing and PR Awards 2016
Posted by emma.critchley | 18 April
The Bupa Out of the Blue customer retention campaign just keeps on giving. It has been announced as a finalist in the Insurance Marketing and PR Awards for Niche Marketing Campaign of the year.
Bupa wanted to talk to their newly developed customer segment groups and really get to the bottom of why people cancel their policy and how they could encourage them to stay. So TLC were set with the challenge to reduce customer lapse rates.
Bupa wanted to be recognised as the ultimate health partner, both physically and mentally, so a blanket reward or cash incentive wasn't going to fulfil that objective. With our global buying power TLC worked closely with Bupa to find a range of suitable health and wellbeing partners for a fraction of their perceived value. The rewards were then creatively packaged up as a direct mail and a genuine thank you, surprising and delighting their customers and giving them a reason to stay.
This was run as a pilot campaign and provided a step change in the way Bupa communicated with their customers. The innovative and creative approach was a success with a noticeable reduce in lapse rates.
This is the 3rd time Bupa "Out of the Blue" has been shortlisted for an award this year. On Thursday 14th April Bupa and TLC Marketing took home the Customer Retention Campaign of the Year at the Chartered Institute of Marketing; Marketing Excellence Awards. We are hopeful this is the start of many for this wonderful campaign, as it has also been shortlisted in the promotional marketing industries most highly regarded Institute of Promotional Marketing Awards 2016.
Winners will be announced at the Insurance Marketing and PR Awards Ceremony on 10th June 2016 at The Banking Hall in London.
For more details on campaign specifics, get in touch with Emma Critchley on 020 7725 6029.