Sovereign "nudges" its way to health-insurance success

Sovereign, an insurance company in New Zealand, successfully launched a product that "nudged" consumers towards adopting healthier habits while enhancing its own position in the category.

Faced with the challenge of growing a client's share of New Zealand's health-insurance market, agency Chemistry Interaction decided to build a campaign around encouraging behavior that makes it less likely people will actually use the product.

This seemingly counterintuitive decision made Sovereign stand out in a largely undifferentiated industry while also improving the business fundamentals, Joseph Silk, Director/Chemistry Interaction, told the Data & Marketing Association's (DMA) &Then Conference in New Orleans.

Joseph Silk of Chemistry Interaction

The approach was a result of the circumstances of New Zealand's health-insurance sector and Sovereign's position within it. "They came to us and said,...

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