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Income Protection with Affinity.co.uk

 

income-protection-insurance

Client: Affinity / Irish Life / ATL Teachers Union (UK)

Aligning with the ATL Teachers Union in the UK (124,000 members), this service offers its members a financial product to cover them in the event of long term illness.

Objective:

Present Affinity as a trustworthy insurance brand and promote it’s relationship with the ATL Teachers Union.

The digital roll out will support the wider sales strategy and encourage ATL Teachers Union members to sign-up to the scheme.

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Awareness, Engagement and Conversion:

The primary objective of the website is to communicate brand sentiment and its key messaging.

The result of this is to encourage people to engage with and use the ebow designed and developed ‘Interactive Benefits Checker’

Strategic Messaging:

Demonstrate a clear partnership between Affinity and the ATL Union.

Currently the ATL Union is the exclusive partner for this scheme.

Tactics:

We launched the digital positioning for Affinity. The scope of work consisting of strategic digital insights to achieve awareness, engagement and conversion.

  • Responsive website for multi-platform use.
  • Interactive benefits checker / calculator.
  • Email, Search and Social Marketing.

Explainer video / Animation with voiceover from the General Secretary of the ATL Union:

The Benefits Checker:

The benefits can either be performed by a user, or an Affinity appointed representative who walks teachers through this. To perform the latter, a consultant will login with their ID. The benefit of this feature allows consultants to be linked to a sale, should a consumer sign up for the scheme under their guidance.

benefits-checker-1

 

The benefits can either be performed by a user, or an Affinity appointed representative who walks teachers through this. To perform the latter, a consultant will login with their ID. The benefit of this feature allows consultants to be linked to a sale, should a consumer sign up for the scheme under their guidance.

How does this work?

The user completes the Benefit Checker and all their information is stored in a URL, passed to Oracle, who then populate the application form with details already provided. Within this URL, the consultant ID is also sent across, allowing Affinity to track that consultant to the sale.

As the user progresses, they are shown the effects of what happens to their salary after 100 working days (cut in half) and a further 100 working days (cut completely). However, with their Affinity contribution (a contribution of roughly 1% of their monthly salary), they are shown how much they can recuperate of their monthly salary having signed up to the scheme, and also the contribution of this until they retire.

The user has the option to change their assumptions (i..e, if they are sick, will they receive state benefits, etc.) and the results are then presented on screen once again, to which the user can then progress to the application form and apply for the scheme.

benefit-checker-2

affinity-mobile

Try it here: www.affinity.co.uk

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