Transcript
Interpolis Insurance*
Interpolis is one of the leading insurance brands in the Netherlands.
Trying to differentiate from the competition Interpolis works towards a shift in business model: from traditional insurance company to service provider in risk management and prevention.
Traditional insurance will eventually be a small part of their final proposition.
* Interpolis is my former employer in the Netherlands
Interpolis Insurance
I was responsible for the brand campaign: to take our target audience by the hand and take their brand perception of Interpolis from traditional insurer to service provider in risk management and prevention, step-by-step.
Interpolis Insurance
Goal: shifting brand image from traditional insurance company to service provider in risk management and prevention, while keeping Interpolis in a top-3 market position.
Result: after 3 years Interpolis took #1 position, and was considered “insurance company most likely to help me prevent risks” (main goal achieved!).
Brand strategy
1. Educate people: tell them to really think about what’s important enough for them to insure (don’t just blindly insure everything!)
2. Offer help: Interpolis can help you decide what to insure and what not (Interpolis has a lot of knowledge about risks, prevention and insurance solutions)
3. Introduce another option: prevention instead of insurance (working towards new businesmodel)
Brand campaign:
1 Educate people on really thinking about what’s important to insure.
“Only insure what really matters…”
2. Interpolis helps you decide which insurance is important for you. With a check online.
(Ask yourself: do you need disability insurance when you’re a business owner?)
“Know what to insure and what not to insure”
3. Introduce another option: prevention instead of insurance (working towards new business model)
Insurance is not your only option.
Visit the online prevention-shop
Brand experience:
• As Interpolis worked towards becoming a prevention specialist, they launched a web portal selling prevention solutions.
• To bring the portal to life and to emphasize why people should consider prevention as an alternative solution to insurance, Interpolisopened temporary pop-up stores.
• I was responsible for this brand activation project, as an important part of our brand campaign.
Brand experience: pop-up prevention-shops
• Four temporary “pop-up stores” opened at A-locations in Amsterdam, Rotterdam, Amstelveen and Groningen, which showed considerable contribution to overall brand campaign goals.
• 80% of store visitors remembered main message “To prevent is better than to insure”.
• Attracted substantial press attention and high visibility within the industry.
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• In the stores people could touch and feel the prevention-articles that were offered online
• Prevention specialists were present to give people advice on the spot
• Promo teams in the shopping area brought in more traffic
• Ads in local media to generate more traffic (redeemable coupons)
(Sales)campaign for Student Health insurance
• New target group “students”: goal was to penetrate this group and sell 5,000 policies
• Surpassed sales goals by 50% (7,500 sold).
• Got a top-3 “top of mind” position within our new target group.
• Won Silver Effie and Bronze Esprix.
Creative rationale
• Students lead a very unhealthy (unsanitary) life.
• This builds up their resistance so they don’t get sick much.
• That’s why Interpolis built a special insurance policy for them, where they only pay for what they really need (insure only what you HAVE to insure).
Tagline + URL: “goedvoorjeweerstand.nl”
(good for your immune system)
Media mix
• Creating buzz by seeding virals
• Outdoor
• Display adds online
• E-mailings
• Activation at colleges/universities
• Non-spot radio, climaxed in live event
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