An alien encounter of the triggered email kind…
by Katie ShoardAt Red C, as well as juggling our busy schedules, we have a number of Creative team projects and initiatives that bubble along throughout the year. These include filming and editing video case studies to researching search engine optimisation. This time around, our team got the tricky task of generating new business opportunities with our current clients.
Finding new business avenues for clients sounds easy, but there are lots of things you need to consider. Identifying potential oportunities requires a deep understanding of a brand and the directions in which it could and would want to expand. And that’s just for starters. On top of that, it has to be financially viable, fit in with wider brand and marketing strategies and be measurable in terms of return on investment.
So, we had a sit down. And a good long think. After a bit of head-scratching and lots of scribbling, we found a great opportunity to increase brand and product awareness for Swinton Insurance. We decided that by running a targeted email campaign that combined character with compulsive offers, we could drive more customer traffic online and give Swinton a ‘personality’ at the same time. Something insurance companies often lack.
So, we sat down with a year planner and jotted down the most significant events throughout the year and surprisingly, there were a lot of obvious links where they could be related back to products. Others were just fun. To our delight, Swinton loved our initial concepts.
Our first task was to come up with an April Fools’ Day email. April Fools’ are attempted by many but only a few ever seem to get the balance right. BMW’s press ads are a classic example of how to do it right. So we needed to think up an imaginary insurance product that was both ridiculous and almost feasible… thinking caps on.
When we came up with Extra Terrestrial Encounters Protection – an exclusive insurance product offered by Swinton to provide protection against alien abduction, we knew it was perfect. Not only did it make us giggle but the timing was great – the Ministry of Defence had just released files detailing the last fifty years of UFO sightings across Britain – so the media was full of it.
To expand on it further we found some weird and wonderful sites to link to, including our personal favourite http://www.stopabductions.com/. Its creator, American Micheal Menkin provides very detailed instructions on how to build a ‘thought screen helmet’ to prevent aliens from gaining control of your mind. There are some great testimonials to support it too:
“Since trying Michael Menkin’s Helmet, I have not been bothered by alien mind control. Now my thoughts are my own. I have achieved meaningful work and am contributing to society.
My life is better than ever before. Thank you Michael for the work you are doing to save all humanity.”
With only a week to turn the creative around, we knew we had to keep it simple. First we gave the email a compulsive subject line to prick the recipients interest: “Katie, the aliens are out there. Get covered with Swinton”. Then we made sure the email had clear navigation, quirky copy that spoofed Swinton’s typical tone of voice and some amusing links, including a video discussing the MoD release and a link to our friend Michael’s helmet website.
This email was sent out on the 1st April at 9am. Then in the afternoon we sent out a follow-up email, telling everyone who may not have guessed that it was an April Fools’ and listing all the insurance products Swinton DO offer.
The results from our heatmap analysis have been great with a high open and click-through rate. It has also came 3rd in Techradar 10 best April Fools’ Day hoaxes. Of course, we were chuffed that the open rate and click-throughs were so high but the best bit was reading the positive blog comments from customers – from digilounge describing it as ‘a nice little prank’ to members of a Capri owners website saying how refreshing it was to see ‘an insurance company with a sense of humour’. Here are a couple:
“I had a good humoured email this morning from Swinton’s the insurance brokers… Unfortunately, I can’t copy the email, which was well worded… I really like this sort of humour!
Unfortunately I can’t respond to Swinton’s email, otherwise I’d just let them know that I appreciated it!”
- from angieh, blogging on catsy.com
April Fools from Swinton Insurance. Got an Email trying to sell me UFO cover. Just in case you get abducted by Aliens. Love it. X
- from Giggirl76 Lucy Fulford on Twitter
Tags: Advertising Agency, Advertising Agency Manchester, April Fools, Copywriting, Creativity, Design, Direct Marketing Agency, Email Marketing Agency, Extra Terrestrial Protection Insurance, Internet Advertising, Marketing Agency, PPC Agency, Red C Creative, SEO Company, Swinton Insurance, Swinton Insurance Email, Triggered Email Marketing, Triggered Email Marketing Campaigns







