Zurich Financial Services direct mail case study

Zurich Financial Services used direct mail to tell small businesses that its office insurance policy replaces all damaged and stolen contents with new ones. The subsequent mailing led to a 144% increased in gross written premiums compared with previous mailings.

The creative, by Publicis Dialog, consisted of a damaged envelope with an alarming question: 'If a piece of office equipment were damaged or stolen, what would you need?'. Inside the damaged letter was a new one with the answer: 'A replacement'. It works in an instant, which is essential for this time-poor audience. In fact, it worked so well, it won a DMA award