Case study: Apia

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1. CLIENT

Apia

2. CAMPAIGN GOALS

  • To drive positive awareness of the Apia brand, services and products amongst the over 50s market in Australia
  • To increase consideration and quotes for Apia home, contents and car insurance taken out through apia.com.au
  • To sell tickets for Apia Good Times music tour


3. TARGET AUDIENCE

  • Over 50s
  • Australian
  • Open to changing insurance providers or to taking out new insurance policies


4. SOLUTION

The Apia campaign ran from Feb 2015 to Feb 2016 on YourLifeChoices utilising a multi-channel solution targeting retirees and pre-retirees specifically. The long-term nature of the campaign allowed for a true partnership between Apia and YourLifeChoices culminating in extensive brand presence across multiple YourLifeChoices channels. 

CAMPAIGN DETAILS

Duration

20st February 2015 – 20th February 2016

Products

Display

Homepage sponsorship and ROS

 

Enewsletter

Takeover

 

Solus E-blast

Content and ad units

 

Retirement Update eBook

Exclusive sponsorship partner


5. KEY BENEFITS OF CAMPAIGN

Apia’s takeover of the YourLifeChoices homepage with high-impact advertising units ensured that every visitor to YourLifeChoices would be exposed to Apia’s branding and prompted to complete a quote online.

This was backed up by a ROS display campaign and takeover of the e-newsletters with display units and sponsored links, ensuring that however Apia’s target market navigated to and consumed YourLifeChoices content, they would be targeted by Apia’s brand and products available.

Apia took advantage of YourLifeChoices’ highly engaged email membership base further by sending two Solus eBlasts dedicated to promoting their insurance products via a travel competition. The contents resonated well with the audience, with both eBlasts generating incredibly strong open and click-through rates.

The exclusive sponsorship of the ever-popular ‘Retirement Update’ eBooks provided Apia with strong brand exposure to a highly engaged audience. Apia enjoyed the position of exclusive partner of YourLifeChoices through a front-cover logo placement, full-page advert, logo-placement on every page and a full-page sponsored message.

The campaign ensured that Apia was positioned as an expert in insurance products for the Over 50s market to YourLifeChoices’ audience.

6. CLIENT QUOTE

“YourLifeChoices have always delivered upon their promises for Apia. With a rapidly increasing database we are guaranteed to reach new potential clients. The range of opportunities allowed us to showcase our services effectively to the right audience. We have tried other media outlets targeting this market in the past but YourLifeChoices continually out performs them, meaning we will continue to work with them as a long-term advertising partner.” 

7. LINKS

YourLifeChoices Media Kit
YourLifeChoices Traffic
Advertise with us
About us

Lara Gray
Digital strategist Lara Gray is a multi-tasking, mother of one with a passion for all things digital. She’s a lover of a healthy lifestyle but can’t resist good cheese and a glass of red.

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Written by Lara Gray

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