Insurance

Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.  

2018 SILVER

Young God – serious illnesses

Prudential, brand associated mainly with saving insurance, had a strategic goal to communicate its wider offer and to increase sales in the 2nd key segment, protective life insurance. We wanted to reach a carefree and over optimistic urban middle class – who do not think that anything could disrupt their perfect life. By using light hearted crossmedia campaign, we made the Young Gods to reflect on the fact that disease can ruin not only their health, but also home finances. We've exceeded all of our sales and awareness goals.

Brand: Prudential
Client: Prudential
Agency: Starcom

2018 SILVER

We Know From Experience Campaign

Even insurers don’t want to talk about insurance, spending their enormous budgets on gimmicky advertising. We had to breakthrough the noise, and with a budget nearly 10 times less than competitors.  We found a way to differentiate via our insurance expertise. The “We Know From Experience” campaign showed real, unbelievable claims Farmers Insurance has experienced. We brought 30 different claims to life, and gave caution-minded customers a reason to trust that Farmers could help cover them. The position stood out, with the Experience campaign bringing people to Farmers. 

Brand: Farmers Insurance
Client: Farmers Insurance
Agency: RPA

2018 SILVER

Through mother's eyes.

When facing shrinking category and TG's resistance to insurance, we changed the strategy. We resigned TV, focusing on potentially more effective digital. Our challenge was to interested Poles in insurance, maintaining sales and market shares from 2016. Goal was particularly ambitious, considering budget being 4 times smaller. Thanks to emotional communication and precise targeting, we got out of category's blinds. During campaign, we sold nearly half of the policies more comparing to previous year. 46% jump in GWP in Q4 translated into 24% increase y/y, 10 times higher than categories'.

Brand: Nationale-Nederlanden Polska
Client: Nationale-Nederlanden
Agency: DDB&tribal

FINALISTS

American Family Insurance American Family Insurance

Prudential YOUNG GOD

MetLife MetLife Small Business