Client Challenge:
The primary objective of this campaign was to raise awareness among high-income customers of a high-value insurance coverage option and encourage them to initiate follow-up discussions with their insurance broker for a quote. The campaign was targeted at affluent individuals seeking comprehensive insurance coverage for their wide range of valuable assets, including but not limited to their homes, automobiles, private collections, yachts, private aviation, and other valuable possessions.

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Solution:
The primary concept leveraged an innovative approach to engage with the target audience by using a Tiffany blue like mailing box to present the information about the insurance coverage and encourage follow-up. The mailing box was designed to make a strong impression and stand out in the recipient's mailbox, catching their attention, increasing open rate and creating a memorable experience.

Additionally I created two additional concepts: the first was a silver bubble mailer that emphasized the client's Wildfire Protection Unit - a groundbreaking personal wildfire protection program that helped homeowners in fire-prone areas preempt damage by proactively deploying a fleet of fire protection vehicles to spray homes with fire protectant. The mailer included a replica fire protection vehicle and full capability brochure to reinforce the message. The second marketing concept featured a bold, attention-grabbing package with a real, oversized fortune cookie to emphasize to prospects the importance of not leaving their fortunes to chance when it comes to choosing the right liability insurance provider for their needs.

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Outcome:
Unfortunately, the campaign never launched due to unforeseen circumstances. This case study highlights the potential impact that an innovative and memorable marketing campaign can have on creating awareness and driving follow-up for high-value insurance coverage. The strategy behind it remains relevant and could be used in future  direct mail campaigns targeting similar audiences.

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