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Harvest Digital launches cross media promotion for Norwich Union
Added: (Fri Sep 10 2004)
Harvest Digital launches cross media promotion for Norwich Union
Campaign suggests, ‘Do something special before your next birthday’
LONDON, 27Harvest Digital has launched a marketing campaign for Norwich Union encouraging customers to take out life cover before they become a year older. The online marketing agency has developed a prize draw strategy, integrating offline and online media, and a variety of creative including microsites, online advertising, email marketing and newspaper adverts to offer £10,000 worth of experience gifts.
The online and offline creative executions feature the line, ‘Before my next birthday I’d love to…’ and highlight twelve experiences ranging from piloting a plane or a trip on the Orient Express to recording a single. Customers can select their top three treats using a drop down menu then click through to enter their age and contact details in a promotional microsite which also provides a life insurance quote.
Each entrant then receives a confirmation email which calculates an approximate monthly premium for £100,000 of life cover now, and also lets them know how much it would cost if they left it another year. Ten people will win the top three prizes they chose and one winner will receive the grand prize of all twelve experiences delivered through a partnership with MemoriseThis.
The promotion, running to the end of September, is targeted primarily at internet users aged 25-50 who have dependants or are in a relationship. To target them Harvest Digital has bought media in the money, health and travel sections of the Daily Mail and Mail on Sunday as well as banners, buttons, and text links on high traffic websites including MSN, Eurosport and Buy.co.uk.
The agency has also developed specific content to be integrated across Associated New Media’s online properties including www.thisismoney.com, Femail and www.dailymail.co.uk driving traffic to a bespoke microsite co-branded between the Daily Mail and Norwich Union. An email marketing campaign will target Associated New Media and MemoriseThis’s database with a link through to a microsite and the database of entrants generated by the promotion will also receive a follow up email and quote reminder.
The campaign was conceived, planned and executed by Harvest Digital, the retained online agency for Norwich Union. Managing Partner William Corke explained, ‘The birthday promotion is an opportunity to showcase our creative and media expertise. This combination of two microsites, a quotation calculator, three waves of email marketing, online and offline creative and integrated content booked in old and new media extends the Norwich Union brand and proposition to internet users who may have previously regarded term insurance as complicated and uninteresting. This kind of incentive prompts them to look for a good deal online.’
Tom Hine, Online Campaign Manager at Norwich Union added, 'Getting Life insurance sorted out is something people tend to put off, not realising that the older you get it is likely that the cost of cover will increase. Harvest Digital recognised our existing direct mail campaign, that uses the birthdate as a trigger, could be developed further. The end result has been a fully integrated through-the-line campaign, delivered on target, on budget and on time.'
As part of the campaign, Harvest Digital negotiated a commercial partnership with gift shopping website MemoriseThis who will provide forty-two prizes to the eleven winners with a total value of £10,000. Customers choose their top three from the following:
o Take a spin in a fabulous new Ferrari
o Enjoy a makeover in a top London salon
o Cut a single in a top recording studio
o Cook with Anthony Worral Thompson
o Pilot a plane for the first time
o Soar away in a hot air balloon
o Be spoilt by a day’s pampering
o Make waves in a Grand Prix powerboat
o Try my hand at yachting
o Take a trip aboard the Orient Express
o Take tea at the Ritz
o Wine tasting experience for two
About Norwich Union
Norwich Union is the UK’s largest insurer. It is the largest provider of life, pensions and investment products. Norwich Union has strategic alliances with building societies and other leading UK brand names.
About MemoriseThis
Memorisethis.com, now in its fifth year, has established a unique brand and reputation as the most visited creative gifts and gadgets shopping website in the UK. Inspirational and very easy to use, the vibrant website includes a vast range of the latest experience activities. Memorisethis.com.... live for the present
About Harvest Digital
Harvest Digital was formed in 2001 as a full-service online marketing agency specialising in data-driven, commercially modelled customer acquisition and retention programmes. The company is privately owned by staff, and the three agency principles, Mike Teasdale, William Corke and Emma Wilson, have backgrounds in Online marketing, Direct marketing, Media, Advertising and Sales Promotion.
Based in Soho, Harvest’s clients include Tesco Personal Finance, Norwich Union, BBC World Service, 3M UK, United Biscuits, Manpower, uSwitch and deal4free.com (CMC Group plc).
www.harvestdigital.com
For further information please contact:
William Corke
Managing Partner
Harvest Digital
e:william@harvestdigital.com
t: 020 7479 7505
Joanna Burton
PR Manager
Harvest Digital
e: joanna@harvestdigital.com
t: 020 7479 7500
Tom Hine
Online Campaign Manager
Norwich Union
e: hinet@norwich-union.co.uk
t: 01603 686 403
Max Walker
Managing Director
Memorisethis.com
e: Max@mmplc.com
t: 01202 761 248