SYDNEY: Frequent flyer incentives and data helped Qantas, Australia's national airline, disrupt the country's health insurance market, the company's agency partner has revealed.
"When you think about financial services and engaging in a brand, one that actually rewards you is a quantum shift in the way that people think about this market," said Justin Hind, CEO of WiTH Collective, who partnered with Qantas to launch the Assure health insurance product.
The Qantas Assure product offers frequent flyer incentives to encourage wellness in members, and potential customers were targeted by using data from Qantas's membership database via its data marketing business Red Planet.
"Because we know who you are, because we can target you through a series of very smart, very advanced data targeting techniques and remarketing – we can surround those people with a high propensity to take up a product and talk to them continuously," said Hind.
(For more, including details about the Qantas Assure campaign that featured a video starring actor Christopher Walken, read Warc's exclusive report: Qantas launches health insurance offering with big data and a celebrity.)
According to research by IBISWorld, revenue for the health insurance industry in Australia is forecast to grow at an annualised 6.5% through 2015–16 to reach $22.5bn, but with 33 products in the market already Qantas knew that it would need to think differently.
"This campaign is predominantly about owned and earned channels. It's predominantly about digital. It's predominantly about targeting people who we have some piece of data, or we have some relationship with to convince them to take up a new product from a brand that they love," said Hind.
"This wasn't a huge brand launch in the traditional sense. We weren't spending large sums of money on broadcast television. We used some of our typical assets, but more importantly, digital assets, owned assets, a huge focus on CRM and continuous engagement," he added.
Data sourced from Warc