ZIL: Schooling Audiences on Education Savings Plans
Zurich International Life (ZIL) had a great saving plan for education but wanted to understand why it accounted for a relatively smaller % of their folio.
Through a survey and strategic comms, Matrix PR helped them get the message out to their target audience.
Based on the ZIL’s brief, Matrix PR was able to establish the following three objectives that stood out from a business and communication standpoint:
To raise awareness of the importance of an education savings plan and the pitfalls of not having one
To strategically use data and insights to position Zurich as an industry leader and as a company that cares
To position Zurich strategically as a reliable and trusted solution provider and to generate leads for Life cover and RSP products
Low Awareness: Most parents in the region were not aware of the concept of education savings plans and how they worked
Ignite the conversation and own it: The issue needed to be brought to the stakeholders’ attention by an expert without coming across as salesy
Generate leads:The campaign also needed to motivate parents to take swift action and seek more information
Research showed that the cost of an education over 13 years in the Middle East was approximately $1.2m
Zurich's main target audience consisted of parents with kids
The target audience included consumers of various nationalities
The main strategy included commissioning a research to understand the behavior, obstacles, and needs of the target audience to help develop a successful campaign.
After the survey was conducted, we were able to tackle the following 3 issues:
PERCEPTION OF BEING EXPENSIVE: Educating the target audience that they can start saving with as low as AED3 per day and the benefits of starting early
POOR AWARENESS: Assist their participation at SheTalks event to educate and gauge women's reactions to the survey results
INFLUENCE THROUGH SOCIAL CIRCLE: Tap into digital campaigns, social media communities, and podcasts for more exposure & influence
Shared timely and strategic data-backed content to attract the target audiences’ attention and allow the media to grasp the importance of this much-needed conversation
Engaged them at the community level through collaborations interviews on key platforms such as Facebook Groups, Helen Farmer Show, She Talks event and a feature in Gulf Business
Utilized various avenues and platforms – podcasts & international media outlets – to achieve maximum exposure and visibility for the brand – Authority Magazine, 100.3FM, Dubai Eye
PR activities and internal digital marketing efforts contributed to a 3x increase in organic traffic for the website
Ignited a discussion on consumer groups like Dirham Stretcher with over 60,000 members
Over 327 media clippings including print, digital, & broadcast media
26,190,003 estimated reach through print media placements
Creating a platform that brought together investors, industry players, investment advisors and the media; Enabling them to access and communicate industry insights with ease
Communication tactics that strengthen a brand’s profile and position it as a key player in the industry
How Century Financial became an unconventional media darling
