Anytime acquires qualified leads by helping customers get personalized insurance quotes catered to their needs.
Marketing channel: Conversational Display Ads
Language: GreekPeople were eager to interact with the bot more than it was required, by typing different opinions or questions. That gave us a unique window into their needs and allowed us to introduce new functionalities fast. The results mean that users are curious about AI conversations as long as they are natural, responsive and don't require too much information to provide in advance."
Anytime is the first online insurance provider in Greece, with over 400,000 drivers insured. They are part of Interamerican, the leading Greek insurance company.
Insurance
Chat with customers in conversational display units.
Personalize recommendations in real-time using declared data.
Optimize your customer journey with step-by-step funnel data.
Split-test creative and targeting with different bot entrypoints.
When interacting with consumers online, generic messages from chatbots often have many shortcomings. This is why personalization is necessary to provide a more meaningful customer experience, especially in the context of non-human interaction.
Greek insurance brand Anytime made investing in conversational technology a pillar of their marketing strategy even before the COVID-19 pandemic started. When the country went into lockdown last year, they increased their efforts to engage customers more meaningfully at scale online.
More and more people spend most of their time online, especially in the past year. How could Anytime engage their digital audiences at scale while ensuring that their messages are personal and meaningful?
Without leading consumers to browse their website, Anytime can “talk” to consumers about their product and service offerings. Directly in a conversational display ad served on mobile, mobile app and desktop display formats. This helps Anytime engage consumers in context, using Google’s audience signals.
The highly interactive and personal conversational format enables Anytime to beat banner blindness, grabbing consumers’ attention and engaging them more meaningfully in a one to one conversation.
Consumers are asked a series of relevant questions that leads to a more personalized quote for their desired insurance. By making a passive display ad unit fully interactive and personal using conversational display ads, Anytime allows consumers to self qualify their interests and provides personalized insurance quotes.
Through one of these bot interactions, consumers were able to inquire about the brand and its various offerings by typing different questions specific to their needs. This accelerated customers through the purchase process by providing a helpful and more relevant experience right from the first touchpoint.
By launching conversational display ads with Spectrm, Anytime has increased its interaction with its consumers. The average conversation lasts between 3-4 minutes, which exceeds the company’s benchmark of 1 minute and 17 seconds.
The brand has had more than 100,000 conversations with a conversation engagement rate of 0.53%. It’s clear from the results that users are naturally more eager to engage with brands when they can provide intuitive experiences that offer value.
These new engagements also allowed Anytime to gather insights into how their consumers were interacting with different creative and offers. This helped them rework their creative strategies and adjust copy based on first party data collected in chat on what their customers preferred.
Not only can Anytime quickly detect and adjust their buyer journey in real-time, but having the chatbot also enabled them to determine which device (mobile or desktop) performs best in different scenarios. For example, they found that the duration of the conversation was consistent with the device being used to engage with the brand.
Ria Mylona, Digital Performance Marketer at InterAmerican, concludes that, “The results mean that users are curious about AI conversations as long as they are natural, responsive and don’t require too much information to provide in advance.”
