CASE STUDY: How Allianz Ayudhya engaged urbanites using a retirement calculator

Background

Even when a life insurance plan is uppermost in the mind, calculating finances may not come easy. And this is especially true among the new digital generation in Thailand.

Aim

Allianz Ayudhya hoped to raise awareness among young urbanites aged 25 and above, making them more aware of insurance and the savings and retirement plans it can provide.

Execution

As a fun upgrade to a bland calculator, the 'My Life at 55' concept allowed people to meet their future selves through the eyes of Facebook.

Based on user provided information on daily expenses and lifestyle, the application showed a series of infographics, illustrating retirement savings tips tailored for the user, with highlighted results such as their retirement photo, average retirement age, savings account information, spending, as well as calculator features such as savings and education for children and family.

To maximise the campaign, Allianz Ayudhya utilised a 360-degree communication plan including internal communications materials and staff activities as well as EDMs, newsletters, and innovative activities for customer channels.

The campaign also dedicated a mix of paid, owned, and earned media taking advantage of banner ads, Facebook ads, and the Google display network and agents communications to reach their audience at multiple touchpoints throughout the journey.

Results

The campaign attracted 50,000 new visitors, with 962 visitors/day—a 2,137 per cent increase versus the pre-launch at 43 visitor/day.

Users employed the calculator 29,000 time—392.4 per cent higher than compared with 5,889 before launch.

The campaign generated a CTR of 1 per cent, higher than the industry standard of 0.05 per cent for display banners.