ANZ direct mail case study

Australian insurance company ANZ targeted young men who had ‘settled down’ in this 2007 campaign by Rapp Collins Melbourne. They were an initially resistant audience, many of whom might see the income protection product as unnecessary.

But great copywriting that used a logical argument and a down-to-earth tone captured their attention and persuaded them to sign up on the ANZ website. 

The target response rate for online visits was set at just 1%; the actual rate was 30% above that at 1.3%.