MetLife wanted to inform its life insurance customers of their auto insurance policies. The challenge was how best to speak and appeal to two very different markets: Texas and New York. Using common themes and regional imagery, we developed a direct mail package that reflected its respective audience.
MetLife liked both concepts to the point that they decided to conduct an A/B test for each region. A control was sent to both New York and Texas regions as well as the newly developed creative by our team.