Make the Smart Switch

This campaign tackled a unique challenge: convincing long-standing Canadian Association of Retired Persons (CARP) Members to reconsider their insurance provider. Research revealed that while many CARP Members felt comfortable with their current provider, they were open to switching for better savings and service. Building on the previous year’s awareness efforts, this year needed to shift focus toward consideration and conversion.

The solution was an integrated campaign built around the message Make The Smart Switch: The Right Coverage at The Right Price—a call to action that was direct, compelling, and anchored in trust. The creative highlighted key motivators like price savings, personalized coverage, and CAA’s trusted reputation. Additionally, the unique interactivity of the designed zip-mailer proved to be attention-grabbing by having recipients peel off a zip-strip that switches the message from the current state they’re currently in, to the more favourable situation they’d be in once they make the switch to CAA Insurance.

The campaign successfully drove quote requests, lead generation, and policy sales, proving that the right message with the right incentives could break through long-standing brand loyalty. By leveraging the trust of the CARP endorsement and emphasizing ease of switching, Make The Switch resonated with an audience that values both stability and smart financial decisions.