The largest and leading professional actuarial organization in the world, the Society of Actuaries (SOA) had just launched a new General Insurance credential and wanted to generate awareness and recruit candidates for the program—focusing on insurance industry employers across the fast-growing Asia Pacific market.
Our strategy was to inform and educate, using everyday property and casualty insurance challenges, such as car accidents, to demonstrate the value of this new credential.
Additionally, in Asia specifically, physical mail is still very important and impactful as a tool for marketing. Understanding the value this market places on tangible materials, we wanted to create something that would really get noticed.
Throughout 2013, we unleashed an integrated campaign, reaching out to students, candidates, university faculty and insurance companies with a high-impact 3D mailer, along with a series of print ads that drove viewers to an in-language website.
The digital and physical pieces showed aspiring actuaries in China, Taiwan, Hong Kong, Singapore and Malaysia that the SOA meant business with its new educational offering. And the market responded. The SOA saw an 18% growth in first-time candidates in Asia, through more than 35 million impressions.