Australian Pensioners Insurance Agency (APIA) direct mail case study

The Australian Pensioners Insurance Agency (APIA) had a great offer – if one of its customers had their car stolen, they'd replace it with a brand, spanking new one. The challenge was to cross-sell this insurance offer to APIA’s existing customers and get them excited about the idea of a new car.

Agency Rapp Melbourne chose to dramatise a human truth: new cars are great, but remembering which side the petrol cap's on and how the lights work is a challenge for anyone, let alone an older audience. The witty little ‘New Car Owner’s Manual: Your Guide To Frequently Encountered Problems’ brought this insight to life. After all, a new car is a nice problem to have.

And if the generous 'old-for-new' offer wasn't enough to tempt the 50+ audience, there was the added incentive of a prize draw to win flights and tickets to the UK to see a Wimbledon tennis match.

The personalised mailing and compelling offer were sent out in January 2010 and produced a 3.3% response rate, and a 30% conversion rate – not bad for the tough motor insurance market.