Car Insurance Cross-sell

The Brief

MoneySuperMarket required an email series to focus on driving cross-sell opportunities through targeted email campaigns. They identified that car insurance customers have a likelihood of purchasing additional products, specifically Travel, Pet, Home or Breakdown cover. They needed timely relevant messaging that encouraged uptake of these adjacent insurance products to increase customer lifetime value and promote the value of MSM’s reward programme, SuperSaveClub. I was the lead designer in this project, working on all aspects of design within the EDS and brand guidelines. This was also a collaboration with copywriters and a strategist to develop a unique message around the series. “Because…” was the concept developed as the core message. Taking human story-telling that connects MSM’s customers to everyday relatable moments and ‘just in case’. For example, your bag going missing when you go on holiday or your car breaking down.

Heros needed to be eye-catching while remaining in line with MSM’s branding

Hero variants dynamically displayed the pet type and name when available

Outcome

I created a highly visual campaign, led by unique hero designs which visually told the story of each headline within a unique way, each telling a small story. The campaign is bold yet on brand. Using the brand’s signature purple as the primary colour to create impact and consistency across the series. Secondary messaging remained a key part of the emails, ensuring that the user continues scrolling and is given clear and direct messaging as to why they should take action. Lifestyle photography and iconography were carefully selected to align with brand guidelines whilst clearly supporting messaging. SuperSaveClub was integrated as a supporting promotional element, positioned thoughtfully within the hierarchy so it adds value without overpowering the core message.