Most life insurance sales in Asia are handled through agents, not online. So outside of anecdotal comments, AIA was struggling to put firm metrics around what impact their Tottenham Hotspur partnership was having on generating actual sales.
We devised an online-to-offline ‘lead-nurture’ process that leveraged digital assets around AIA’s global partnership with Tottenham Hotspur. Initial interest was generated through engaging content, and interest was then nurtured through brand communications touching on individual passion-points. Through this process, online behaviours were monitored, rated and ranked ahead of passing ‘hot leads’ through to agents to close - arming them with insights on ‘why’ prospects may be interested in a policy.
The initial trial ran in Thailand, Malaysia and Korea. In Thailand, open rates were 50% above average, landing page conversions 200%+ above average and 20% of engaged entrants were strong or ‘call now’ prospects through the lead-nurture process.