AMP
Period: 10 Jan 2008 – May Jan 2008
Campaign: Developed and implemented a campaign to drive the AMP brand to the Chinese community and to leverage on the 2008 Chinese New Year festivities to promote AMP banking and life insurance products. The strategy was to leverage on the heritage and size of AMP to develop trust within the Chinese community, promote the AMP brand as the trust and its products are genuine and value for money. Develop a self funding advertising campaign that secures a fixed revenue each month, the revenue helped to fund the next successive advertising campaign.

Key Campaign features

• Aculturalised the AMP Brand
• Development an ethnic marketing communication process for all subsequent products
• Creative development to include press, radio, TVC, Web, mobile and Chinese stress festivals
                             
• Bi-lingual call centres to take inbound calls
• Direct Mail to Chinese household
• Outbound sales calls
• Information seminars on superannuation products
• Networking with Chinese business communities and other communities
• Sponsorship opportunity
• Media Monitoring and Community Monitoring (feedback)

3rd Party Supplier Liaison
Worked with Clemenger to understand and aculturalised AMP brand elements and worked with Universal McCann on ethnic media placements
Outcome: Increased sales to AMP Bank’s term deposit by at least 5% and increased registration of new superannuation policies by an undisclosed amount.