The Situation
A national retirement planning and insurance company launched a Final Expense insurance product and needed to determine whether the offer could scale nationally before a planned rollout the following year.
The Strategy
HRP Media designed a National Direct Response TV test campaign built to reach the senior demographic at scale.
Network Mix
Blend of traditional Cable Networks and Broadcast Digi Nets with a focus on targeting Seniors. Networks varied in Household Audience Size, but all had a high propensity for viewer responsiveness.
The campaign continuously optimized placements, tested networks, and scaled top-performing inventory.
The Challenge
Call Center Constraints
- In-house agents only available M–F, 9A-5P EST.
Missed Media Opportunities
- Early Morning
- Late Fringe
- Overnight
- Weekend inventory
Goal
Generate enough qualified leads and policies quickly to determine whether a national rollout was viable.
National Campaign Scale Achieved