We targeted both cells with a message that highlighted how their existing Home Insurance policy would leave them exposed to a considerable financial risk and significant hassle if they were to experience problems with their plumbing and their drains.Our incentive for the ‘low propensity’ group was a three month free trial, after which customers would switch to a low £3.99 per month payment. For both groups we pulled out all the various benefits in a highlighted box to further convey what good value the policy was.