Description
AGENCY:
CLIENT NAME: Allianz
Campaign started: September 16, 2019
Campaign ended: November 12, 2019
Created at: August 27, 2020
BRIEF
A disability insurance (AOV in Dutch) is not the most appealing topic for the self-employed or small-scale entrepreneurs. These insurances have a bad reputation. People are afraid that the insurance won’t cover, if something does happen, due to the small print. They are also known for being very expensive. Allianz interviewed a large group of entrepreneurs and self-employed people and created 5 new disability insurance products, based on their feedback, risks in their profession and needs. Allianz asked us for a campaign to introduce these 5 new disability insurances amongst insurance advisors.
STRATEGY:
We created the creative concept: “Een AOV op het lijf geschreven”, which is an expression meaning: “fits like a glove”. Literally translated the full phrase means: “A disability insurance that’s written on your body”. Creatively, we decided to literally place a tattoo of each insurance product, on the body of an entrepreneur. In a campaign-video, these entrepreneurs explained why this particular insurance fits with their needs, lifestyle and profession. In a DM, we sent fake tattoo stickers with the several products on them.
For an insurance company, this approach was quite “out there”, usually keeping to strict brand guidelines.
RESULTS:
Our main objective was awareness: informing insurance advisers about the new products. We reached the 500 advisors that we wanted to inform with the DM and EDM with campaign video. Our client noticed a clear uplift in quotes requested for the new insurances, but unfortunately did not give us the exact numbers.
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