Castle Cover direct mail case study

Castle Cover needed to pack a punch when it entered the highly competitive insurance arena with a home insurance product aimed at the over-50s.

The insurance company used an extensive direct mail campaign to successfully target the niche audience and deliver its marketing message – affordability and trustworthiness – to a very specific timescale. It offered a Parker pen as a response incentive and a flyer for a prize draw.

People in this age group also show a lot of brand loyalty once they've developed a relationship with an organisation, so the next step for Castle Cover was to introduce its motor insurance product to this affluent target audience.