© 2008 Fuji Xerox Co., Ltd. All rights reserved.

Fuji Xerox 1 to 1 lab:The AIA Birthday CampaignOne to One Relationship Marketing to make real customer connections

June 2009

AIA June 2009

AIA June 2009

1 to 1 Lab: The AIA Birthday Campaign

Understanding Customer Environment and challenges (Singapore)

•4000 + Agents own customer relationships, client information and sales process•+ 1,000,000 policy holders •AIA did not practice customer segmentation and profiling for relevancy •AIA had only few measurement criteria to analyze results of DM campaign on customers•Have multi products of investments and insurances to offer.

AIA June 2009

•To remind existing customers of the benefits related to the assessment of their insurance needs and give them an easy way to begin and maintain the communication •To use their birthday as a logical event to communicate with them about their existing status and the changes that affect their lives•To cross-sell and up-sell existing customers with relevant and synergistic product choices•To engage with end-users while strengthening their relationship with agents•To establish affinity with the customer by presenting the AIA product line-up as an excellent set of solutions to building a financial future•To directly collect information for future promotions and better understanding of the profile of end-users•To increase measurement window

Campaign Objectives

© 2008 Fuji Xerox Co., Ltd. All rights reserved.

It All Begins with the MailWith a personalized and individualized brochuredelivered to the insured customer

AIA June 2009

AIA June 2009

•Tested on 2 months (July and August birthdays,•Total records: 15,000•Control records: 40,000•The color changes based on gender•Images change based on genderand demographics (age, children/no children)•Text is adapted for all segments

Direct Mail -Individual and Personal

AIA June 2009

A Simple Brochure - But Totally Relevant

Personalizedto the Individual

Product offer and actions depend on profile, segment, statusand past purchase history.

The messagecomes from their agent with their phone contact

AIA June 2009

Invitation to contact agent

with agent telephonenumber appears twice

Invitation Customer to AIA

Call to Action invites customer to visit their

personal AIA website

AIA June 2009

Brochure Connects the Customer to the Web

Personal URL’s direct the customer totheir individual site

Invitation to contact agent

with agent telephonenumber appears twice

© 2008 Fuji Xerox Co., Ltd. All rights reserved.

Direct Mail Connected to the Web Direct mail with the power of the web - cross-channel marketing lifts response

AIA June 2009

AIA June 2009

Site welcomes them byname and wishes them ahappy birthday

And Begins to Strengthen the Relationship

Personal URL’s direct the customer totheir individual site

Site images matchthe direct mail

www.my-aia.com/teow.weng.kit.kelvin

Customization at a glance

•Increase by 600% conversion rate of age group 21-30•86% of online visitors updated their profile and did the life assessment•50% downloaded their own birthday coupons•Increase Agent’s satisfaction•Increase valuable data collection and information on clients for future campaigns•Provides a complete window on customers’ profile and behaviors•Provide value to end-customers communication.

AIA Implementation Decision

Customer Testimonial “One positive major result was the discovery

that certain segments were very comfortablewith the e-platform.

Things like filling in the Life Assessment Surveys, and downloading our coupons, which we didn’t think they would be comfortable with,” states Grace Lim, Vice-President and Head of Customer Relations of AIA.

A second major advantage created by the revised campaign was the opportunity for cost savings in the long term.

“Thanks to the 1:1 Lab’s strategies, we cannow be more focused and segmented in theway we market,” Lim observes. “That way,our marketing dollars can work harder forus.”