Introduction
Insurance company Direct Line Italy wanted to find new ways of securing customers online. In 2005, the company started working with Microsoft Advertising, later joining the Microsoft Direct Response programme. Direct Line ads, which encourage users to apply for an online quotation, now appear where they are most effective on the Microsoft network. As a result, net quotations have increased by 188 per cent in just six months.
Campaign Objectives
· Attract more online quotations
· Improve sales
· Maximise advertising efficiency
Creative Execution
With media agency DMC, Direct Line developed display banners encouraging users to apply for competitive insurance quotes. The Microsoft Direct Response programme uses Atlas Publisher Technologies to place these ads across the Microsoft network, including the MSN portal and Windows Live applications such as Windows Live Messenger and Windows Live Hotmail. The programme maximises the chance of attracting Direct Line’s target audience by ensuring that its ads run where they are most likely to result in a quotation request.
Results
Direct Line Italy increased its volume of net quotations by 188 per cent in just six months. A large proportion of this growth can be attributed to the Microsoft Direct Response programme. In the same period, it was responsible for 36 per cent of the company’s quotations, an increase from 15 per cent before the campaign began.
Barbara Panzeri, Marketing Director for Direct Line Italy said: “Microsoft Advertising responded to our business needs. Close collaboration and team work brought very interesting results, improving advertising efficiency and supporting growth.”
Learn more about Microsoft Direct Response
