Allianz Direct offers a broad insurance portfolio — from car to travel, home contents, and liability.
Yet over 79% of customers only have car insurance.
How do you introduce this group to home insurance in a friendly and service-oriented way?
It was important to remain true to the reputation of Allianz Direct: transparent, helpful, and reliable.
Not purely commercial, but with a sales-through-service approach that shows the brand thinks along and helps protect both car and home during the holiday season.
Develop a personalized header for the Allianz Direct cross-sell email campaign.
The header needed to:
✔ Create a friendly connection between car and home.
✔ Instantly convey the holiday spirit.
✔ Be personal and recognizable using data such as license plate and address.
The results exceeded expectations:
✔ 38.3% uplift vs. control group
✔ 66.6% higher conversion personalized vs. non-personalized
✔ NPS 3.1/5
Customers perceived the personalization not as intrusive but positively:
they enjoyed seeing their own car and home.
The sentiment exceeded expectations, with a +10.8% higher appreciation in the test group.
