As one of the UK’s leading home assistance providers, HomeServe has a strong affinity and penetration with older demographic groups and much of their advertising is focused towards this core audience. With the organisation looking to increase their share of the market, they instructed Clevercherry to identify and engage with new audience segments including younger families and professionals.
The policy benefits remained the same, so a critical aspect of the project was for us to focus on and communicate the elements of the cover that would appeal to this younger audience. With this in mind, our studio worked up a series of creative treatments and our copywriters penned tailored messages that, combined, would best connect with the target audience.
We then ran each creative through a series of test mailings to help us fine tune the campaign.
The client invested in five tactical approaches, which were distributed over the summer to young families across the UK. Following this, we moved to produce and execute an autumn campaign, which is a highly reactive time for homeowners to take out or renew their policy.
