CLIENT NAME: Insurance Company If
Campaign started: 2nd May 2018
Campaign ended: 31st October 2018
Created at: September 10, 2018


Finnish insurance company If wants to offer smooth insurance solutions for their customers and increase its own efficiency. That is why If encourages their customers to use its e-services.

Unfortunately, a large number of customers still want their bills and insurance mail printed on paper.

The brief we got from If was really open: develop a campaign that makes the customers to order bills and mails electronically.


Instead of rationality, we decided to appeal to people’s emotions. Therefore we chose environmental awareness instead of easiness and convenience. To speed up its e-services, If has organized a campaign with a purpose to clean up blue-green algae from the Baltic Sea.

Every time If´s customer chooses an e-service activity, If will donate money to help the Baltic Sea protection. Every customer’s activity helps to remove 1.6 kg of blue-green algae from the Baltic Sea. The over-all target is to remove 100.000 kg of algae.

The target of the campaign, the Baltic Sea, was selected since its protection concerns every Finn. The Baltic Sea has eutrophicated as a result of excessive nutrients. The color of the water is blurry, and the dead areas of the bottom of the sea has increased and the algae blooms have become more common. The fastest way to heal the situation of the Baltic Sea is to remove the blue-green algae and to reduce the inputs of the nutrients running in to the Baltic sea.


By the end of August, If´s customers have ordered about 43.750 e-bills or electronical insurance mails in total. It means that it´s possible to remove 70.000 kg algae in total from the Baltic sea. The campaign will continue until the end of October, so the target of removing 100.000 kg of algae from the Baltic sea seems to fulfill nicely.

332.000 mails have been sent in total. That means that the conversion is as much as 13,2 %.


Campaigning to remove blue-green algae has been done electronically in all own channels: e-mail, If´s websites and social media channels.

In addition, the campaign has its own website (, in Finnish), where you can follow the progress of the set target and read more about the importance of the Baltic Sea protection.

Campaign  element description:

  1. E-mail, version A (has no e-invoice nor paperless insurance post) + reminder
  2. E-mail, version B (has no e-invoice) + reminder
  3. E-mail, version C (has no paperless insurance post) + reminder
  4. Thank you -mail, 3 versions (has chosen both, has chosen e-invoice but not paperless insurance post, has chosen paperless insurance post but not e-invoice)
  5. Several activities in the social media.
  6. Campaign website where you can follow the progress of the set target can be followed and read more about the importance of the Baltic Sea protection.