Swinton Bikes dealer campaign, by Red C

Summary

 Generating leads is critical for an insurance company and their quality is paramount. In order to target potential customers effectively and reduce the cost per lead taken, Swinton Bikes decided to take an innovative approach, to incentivise bike dealerships to refer their customers.

To get them onboard, it was important to communicate the financial benefits of joining the Swinton Bikes Dealer Scheme clearly and succinctly. Bike dealers are busy individuals so we needed to grab their attention. And we did. Our campaign launch pack used powerful direct mail techniques along with strong messages, simple instructions and clear benefits. We made it as easy as possible for dealers to refer their customers to Swinton Bikes, and they responded in their thousands.

Measured on cost per call, dealer referrals are the single most cost effective of all Swinton Bikes channels. Over 21,000 leads have been generated since the launch of the campaign and referrals continue to increase year on year.