Beat the Tried-and-True Control
Help me campaign smarter
Creative Development
The Problem
A top insurance carrier’s demand generation group had a longstanding, successful direct mail package selling auto insurance to mature drivers through an affinity group. However, they feared their control was fatiguing and needed options to expand their rotation and increase response.
Intelisent performed a detailed Deconstruct and Reconstruct analysis of the existing creative control. Then, tailored copy, design, and imagery to clarify the offer, increase readability, and add endorsements meaningful to the mature audience. Behavioral science, influenced the approach, wording, and design elements – like consumer ratings – to instill trust and value relevant to their needs and communication preferences.
The Solution
New package beat the existing creative package and became a staple in their new control rotation.