250 million thanks
Bonus campaign for Länsförsäkringar Bergslagen
The assignment
Campaign concept
Film
PR
The benefits of owning your own insurance company
Having a bicycle helmet or a working fire alarm can save lives. It can also put a lot of money in your wallet if you are part of a customer-owned company.
When things go well for Länsförsäkringar Bergslagen, things go well for their customers. Because the customers own the company.
The clearest manifestation of this is the bonus that the company distributes in years when things are going really well. In 2022, the record was broken, when SEK 250 million went back to the customers, who are also the owners.
The most important thing about testing the fire alarm, blowing out the candles or wearing a bicycle helmet is of course that it stops accidents that can lead to mental, physical and financial harm to the individual. But it also leads to better things for Länsförsäkringar Bergslagen, and its customers, who are also owners. That is why we wanted to make sure to thank all customers for all the damage prevention work they do for their own good and the good of society.
The result was a campaign in which Länsförsäkringar Bergslagen thanked its customers for their efforts.
In a series of films, we highlighted customers who demonstrated responsibility in everyday life by wearing reflective jackets, testing smoke alarms and wearing bicycle helmets. The films were shown in cinemas, on TV, on YouTube and on social media.
We also produced outdoor advertising, digital advertising, print advertising, radio advertising and helped with PR.
When the entire campaign was evaluated, Länsförsäkringar Bergslagen was able to enjoy some really good numbers. Some examples:
- 69 percent of those surveyed had seen the campaign (benchmark 52 percent)
Of those who had seen the campaign, they thought:
- 73 percent had a positive overall impression
- 70 percent thought it was credible
- 59 percent thought the message was important to me