The Challenge
Knowing their members intimately and providing relevant, personalised conversations is a key feature of Mercy Super’s engagement model. Mercy Super wanted to leverage their data insights to enrich the engagement with members in an industry where member engagement and interest is traditionally low.
The Method
Rich in the knowledge of their members, Mercy Super wanted a simple yet personal approach to educate and encourage ongoing conversation with members about:
- how their funds were performing
- how their fund compared to their peers
- what actions they could take to get more
out of their super - congratulate them on actions they had already taken
and nudge them to even better outcomes
The outcome was a unique direct mail solution. Mercy Super viewed this campaign as the new “disruptor” with the technology enabling creative and highly personalised output efficiently in the lower volumes that were applied to their target segments.
The final design incorporated a story per page resonating with members, recognising that the content was personal – it was about them – turning their data into insights and then actions that were simple to implement.
