AMS launched Promis Life as a challenger brand into the Life Assurance market with a funeral Plan product at the outset.
AMS launched Promis Life as a challenger brand into the Life Assurance market with a funeral Plan product at the outset. The business plan was heavily dependent on generating high quality leads via DRTV and the target Cost Per Lead (CPL) was crucial to making the lifetime value of each policyholder profitable.
Maximum negotiated discounts and exhaustive daily spot optimisation delivered a viable return, but all stakeholders desired a further 25% improvement to not only meet the target but surpass it. AMS had already reduced DRTV pricing to a record low, negotiated full flexibility on channel selection and ensured zero AB deadline penalties.
Adopting a "challenger" solution for a "challenger" brand, AMS approached Sky Media with a proposal to adopt a shared risk trading mechanic. The resulting outcome meant 50% of the media value was paid in cash and then a further sum was paid for every resulting valid viewer enquiry.
The initiative proved successful and a catalyst for similar media owner commercial collaborations to follow.
"We launched a clearly differentiated Life product into a cluttered market with clear targets to achieve success. AMS contributed hugely to our launch planning and the logistics involved, before helping us find innovative solutions to improve media performance as our business model evolved" Angela Dunwoodie, GLD
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