Change consumer perception that pet insurance wasn’t worth the price and were willing to gamble with their pet’s health because they did not believe their pet would get sick. Consumers also Low awareness of the high cost of new technology that now saves more pet’s lives than ever before.

Develop a unified strategy consisting of branded-response television combined with a unique web application to demonstrate the actual “Cost of Care”. The web application was a marketing break-through, and became an industry game-changer. By leveraging VPI’s 26-year claims history data, pet owners could enter simple information about their pets, such as age and breed, and actually see the total cost of care (based on likelihood of illnesses for each breed) over the lifetime of their pet. For the first time ever, pet owners could see the risks. Using best practices, we created a visitor-friendly “Cost of Care” microsite loaded with health care information for over 100 breeds of dogs and 10 of cats.

To drive pet owners to the “Cost of Care” microsite, a series of TV spots—testimonials of actual VPI customers—were created to emotionally appeal to pet owners that described how VPI was there for them. The spots aired on National Geographic, MSNBC and TNT networks in January ’09.

The campaign generated a captive audience base of 26MM, raised conversion rates 26%, created 95% awareness and usage of VPI’s “Cost Of Care” web tool, lifted VPI’s additional web channels (including visits to the parent site www.petinsurance.com) by 56% from the previous year, and helped exceed VPI’s Jan ’09 revenue projections.

TRANSCEND. Communicate Better.