MORE TH >N
Background
MORE TH>N is part of the Royal Sun Alliance Group and was launched in 2001 to bring fresh thinking and a new approach to consumer financial services. OMG was invited to pitch in early 2006. At the time, DGM and TraderDoubler were running affiliate programmes for MORE TH>N. OMG won the pitch, resulting in the entire programme being migrated in March 2006.
Less is more
Starting with Car Insurance, Breakdown Cover, Home Insurance, Pet Insurance and Travel Insurance, OMG managed a smooth transition from two networks to one new network, retaining and growing the affiliate base and increasing sales volumes almost immediately.
OMG introduced a closed bidding programme with a small number of high quality affiliates to help prevent other insurers appearing in MORE TH>N’s space while ensuring the impact on their own search activity was minimal.
By consolidating the programme and working with the merchant to manage the whole process it was possible to track campaigns more effectively, deliver better results and protect the MORE TH>N brand - ensuring brand guidelines were adhered to at all times.
The team used OMG’s advanced tracking system to track activity by the hour from click to sale. This provided feedback to everyone involved regarding the aspects of the campaign were performing best. As a result, the activity was constantly evolving, informed by the very latest data.
Results
As well as outperforming the two other networks, OMG has managed to increase sales volumes by more than 35% on each of the consumer product lines. As a result, OMG was asked to run MORE TH>N’s Business Insurance programme as well. The Business Insurance campaign includes a “click to call” element, helping to drive traffic to the MORE TH>N call centre.
