Sov­er­eign knew it had to be dis­rup­tive to at­tract new cus­tomers.

New Zealand Marketing - - Insight Creative -

It de­ter­mines a per­son’s true health age in re­la­tion to their chrono­log­i­cal age. Mem­bers claim health points for achiev­ing weekly ad­just­ments in four be­hav­iours: move­ment (mea­sured via daily steps recorded on a Fit­bit or Garmin ac­tiv­ity tracker), ex­er­cise (tracked via at­ten­dance at one of its part­ner gyms, in­clud­ing Les Mills, Jetts and Club Phys­i­cal), nu­tri­tion (mea­sured by up­load­ing a New World shop­ping re­ceipt that in­cluded fresh meat, fruit or veg­gies) and gen­eral health and well­be­ing (mea­sured by up­load­ing a re­ceipt for den­tal, op­ti­cal or health check- ups).

A be­spoke data en­vi­ron­ment ag­gre­gates us­age data from per­sonal ac­tiv­ity track­ers, gyms, den­tists and health centres to award points, and dis­plays them in an app and re­spon­sive web­site.

Points are re­deemed for an an­nual cash­back to off­set against in­surance pre­mi­ums and other re­wards to spend on fit­ness ac­tiv­i­ties.

Part of the launch strat­egy was to pro­voke a me­dia dis­cus­sion about New Zealand’s real health. Sov­er­eign com­mis­sioned re­search us­ing the Health Age cal­cu­la­tor to un­cover the true state of the coun­try’s health and seed a me­dia de­bate.

1,500 con­sumers com­pleted Sov­er­eign’s Health Age cal­cu­la­tor and the re­sults were drama­tised in so­cial video. Sov­er­eign also in­te­grated dig­i­tal con­tent with PR to am­plify the me­dia de­bate on New Zealan­ders’ real health age. Jour­nal­ists just couldn’t re­sist dis­cov­er­ing whether their health age was younger or older than their true age, thus cre­at­ing na­tional cov­er­age on TV and in print, which was linked to an in­vi­ta­tion for con­sumers to take the sur­vey.

This was fol­lowed with video con­tent, SEO, dis­play and print ex­plain­ing the ‘ Healthy by Sov­er­eign’ propo­si­tion. Di­rect chan­nels, in­ter­nal mar­ket­ing and an ad­viser road show am­pli­fied the pro­gramme to el­i­gi­ble cus­tomers, with all re­sponses go­ing into a be­spoke email pro­gramme for Sov­er­eign to con­vert leads into ad­viser en­quiries.

The re­sults

Af­ter four months, el­i­gi­ble pol­i­cy­hold­ers join­ing the pro­gramme, health in­surance quote re­quests and in­de­pen­dent ad­vis­ers’ leads all com­pletely sur­passed ex­pec­ta­tions.

There has been im­proved chan­nel ef­fec­tive­ness, an im­proved cus­tomer con­ver­sion rate and cost per mem­ber has re­duced sub­stan­tially. There has also been an up­lift in health in­surance poli­cies sold and a cor­re­spond­ing in­crease in health pol­icy es­ti­mates.

Over the longer term, ‘ Healthy by Sov­er­eign’ will re­duce health is­sues, claims, and could lower the bur­den on New Zealand’s na­tional health­care.

Sov­er­eign has man­aged to dis­rupt its cat­e­gory by cre­at­ing New Zealand’s only loy­alty pro­gramme to re­ward health be­havioural change rather than pur­chases. ‘ Healthy by Sov­er­eign’ isn’t a mar­ket­ing cam­paign— it’s a step to­wards brand trans­for­ma­tion and a shift into big data and cus­tomer cen­tric­ity.

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