As part of Zurich’s sponsorship of the Rugby Premiership, ‘Zurich Rugby Club’ was created in 2001 to increase brand awareness amongst target demographics and increase acquisitions of Zurich’s insurance products.

Prior to our involvement in Jan 2003, the club had underperformed, external agency costs were escalating and few sales had been attributed to the site. There was no marketing strategy – just a series of uncoordinated & expensive media activities.

What we did

• We created a new ‘must visit’ and ‘must use’ website for rugby enthusiasts inside 6 weeks to coincide with the 2004 Six Nations.
• We implemented a Member Get Member relationship strategy which converted members of Zurich Rugby Club into customers of Zurich Financial Services.
• We increased website traffic and user interaction by increasing the relevance of content, incentivisation and providing targeted content.
• We increased real peoples affinity with Zurich through the rugby club (as measured by feedback and rapid word of mouth witnessed of the site).
• We significantly reduced cost per acquisition of new members.

Results

• Total membership to the club increased by 102% in only four months to 24,538.
• Marketing spend was reduced by 33%.
• Cost Per Acquisition of members reduced by 75%.
• At least 35% of members participated in website competitions / games.
• Member acquisitions increased rapidly when the new website was launched with minimal marketing effort, signifying that we got the marketing message right.
• A viral email campaign created an 880% increase in average daily registrations.
• Repeat visitor rates steadily increased after re-launch signifying that the website had more to offer than before.
• Positive member feedback (through website and at events)
• In just 6 months, we created a website and club that rivalled PlanetRugby and Scrum.com for content.