The program:Hibernian, a large insurer based in Dublin, Ireland, developed an innovative auto insurance program called Ignition, which enables inexperienced drivers to receive premium discounts by successfully completing an advanced driving course.
The technology:
Because wireless text messaging is so popular in the European market, Hibernian added a text messaging response option to its Ignition radio and newspaper ad campaign.
The results:
Inquiries to ads increased by 89%, the conversion rate increased by 19%, and conversion costs fell by 34%.
