American Family is a pioneer within the insurance sector. Their mission is to make a difference in customers lives and change the way that people think about insurance. They wanted a loyalty program that would be aligned with their brand purpose and communicate their brand story, which is “protecting and restoring dreams for over 90 years”
Their core products are home, business, life and car insurance policies.
The objective was to launch an impactful new loyalty solution, true to their ‘Insure carefully, dream fearlessly” positioning - going far beyond simple recognition and rewards.
A revolutionary new program, DreamKeep Rewards was launched. It is an interactive experience that rewards customers for the smart and inspiring things they do to pursue their dreams and protect what matters most.
Specifically, the loyalty program awards points to members for completing pre-defined activities that are as varied as checking the batteries on their smoke alarms, joining their neighbourhood watch group, checking their tire pressure before a road trip, removing lint from their dryer, weatherproofing their home and much more.
For each activity completed, customers receive points, redeemable against a number of exciting experience-based rewards such as, family fun passes, free sporting event tickets, hotel stays and free digital magazine subscriptions.
The results were incredible!
92% of members surveyed say the program either meets or exceeds their expectations.
84% said they would recommend the programme to a friend or family member.
56% of members responded to a survey saying their opinion of American Family Insurance changed for the better after using DreamKeep Rewards.
The overall level of trust is now 9.03 out of ten.
Customers likelihood to continue using American Family Insurance for their needs in the next 12-months was 9.32 out of ten.
Average dwell time on the website is 11 minutes.
The success of the campaign has been recognised by winning the Platinum award at the Loyalty360 Customer Loyalty Awards 2018