Life insurance can be a pretty hard sell because it is associated with an unpleasant thought � you�re going to die someday.
We wanted to take a more light-hearted approach in getting people to think about the need for life insurance � that you shouldn�t be playing games with life. We used the fortune cookie as an analogy of life�s unpredictability � you never really know what the future holds. So unless you can predict the future, you�d better not take chances. Life insurance is a safer idea.
A two-wave email campaign was sent to 25-45 year-old graduates of Canadian universities and colleges. Both emails led to a personalized and interactive landing page which further talked about the value of the product and allowed them to get an online quote for a chance to win a Kobo Vox e-reader.
Results beat targets (based on performance of past Alumni campaigns) set for each component of this campaign. The waves one and two emails got an average open rate of 25% and a click-through rate of 2%. The landing page got a click-through rate of 14%.
