Fair Isaac / "Dial It Up"

Campaign PostcardClick to Enlarge
Campaign Postcard
Campaign MicrositeClick to Enlarge
Campaign Microsite
Campaign EmailClick to Enlarge
Campaign Email
Campaign Dimensional MailerClick to Enlarge
Campaign Dimensional Mailer
Campaign Interest Piece - TattoosClick to Enlarge
Campaign Interest Piece - Tattoos

Objective: Fair Isaac had a new underwriting risk and claims analytics solution for large insurance carriers. The objective was to introduce it to the marketplace and generate qualified leads and a prescribed revenue ROI from a lead generation and awareness campaign.

Challenge: Senior-level audience, tough to reach. Complex product and very difficult to explain. Big ticket price range.

Solution: Develop a multi-piece, integrated lead generation campaign comprised of telemarketing, database development, email, direct mail, campaign microsite, trade shows, sales kits, tattoos, and dimensional mailers. Strategy drives all respondents to client-site "Dial it Up!" workshops, run by senior Fair Isaac consultants, that offer benchmark information about competitive insurance companies' underwriting capabilities.

Results: The campaign delivered a 27% response rate and exceeded ROI objectives by 1200%.