Getting thousands to try diy
NRMA’s online Self Service Centre suffered from painfully low levels of engagement. Consumers habitually relied on NRMA’s traditional customer service channels.
If we could drive customers online for the simple tasks, it would alleviate pressure on the customer service centre and allow better service for claims and policy queries.
The heroine of our campaign was the most unexpected and lovable DIY expert you’ve ever met: Deirdre. In between home improvement projects, she showed Australians how easy it is to manage their own insurance online. Our message was delivered to the 1.7 million strong customer base through segmented email and digital communications.
The campaign generated 90,000 logins, which resulted in 35,000 transactions and 300,000 enquires, in its first month alone.