Research, insight & strategy to build a fresh insurance offering
The Who, What and How of launching a new insurance proposition
Challenge
Zest has built a successful appliance insurance business through telephony channels but have great ambitions -to create a new way of protecting your home and reducing white good waste.
There was a wealth of data and insight in the business but need a third party to help them define the way forward.
Project
A customer-insight project to gather:
WHO - can Zest acquire, during the cost of living crisis that will be customers of high LTV?
WHAT - are the drivers of them choosing a a repair & insurance product and did language need to change?
HOW - do we take the proposition to them across paid, owned & earned?
Solution
Identified a distinct high value segments to build the brand for and that can afford the product in te cost of living crisis.
We also highlighted discreet audiences to acquire through direct channels plus a wealthier audience to build a premium service offering.
What the client said:
Palace Project are the best team of media planners and more than that, marketers, that we’ve ever worked with.
Nick Whitnell - Marketing Director, Zest