GMI was struggling to generate good quality leads for its Private Portfolio service and the company wasn’t effectively leveraging its database of existing clients. Additionally, GMI's KiwiSaver offering wasn’t fully leveraging the relationship with Kiwibank to acquire new customers via their online on-boarding process.
While GMI had planned an annual above-the-line campaign with Kiwibank for KiwiSaver, there was no strategy for nurturing people who engaged with the campaign, so the promotion rested on the hope of being a ‘one-hit-wonder’. GMI needed a better way to get its message to the right audiences and produce quality leads for the business, and wanted a better strategy to replace the ‘one-hit-wonder’ KiwiSaver campaign. The result revolutionised the future of marketing at GMI.