Long-standing client, NFU Mutual, recently instructed Accrue Creative Design to develop a new creative concept to be applied to a DL mailer that would be sent out to existing personal insurance customers.  

The objective of the communication is to retain as many existing customers as possible by asking them to ensure they have all of the facts in place if they happen to compare their soon to end current policy with the so-called 'cheaper' headline rates of rival providers. 

After a creative discovery session, we developed  a new proposition to front the communication: "Some insurers paint a 'greener picture', but just look at the facts.  When it's time to renew, remember it's the finer details that matter."

This main message was reinforced by the use of bold imagery consisting of a paint brush with grass-like, green bristles. Engaging copy on the inner panels of the DL helped convey the key reasons why customers should continue to renew with NFU Mutual and not look elsewhere for a so-called 'better deal'. 

At the time of writing, the mailer is about to be distributed to tens of thousands of NFU Mutual's personal insurance customers across the UK, alongside their renewal documentation.  So watch this space!