We believe in what we do
Concept for Kronoberg County Insurance
The assignment
Idea
Concept
Production
Strategy
Customers are at the center of Länsförsäkring Kronoberg
What drives Sweden’s oldest customer-owned company? Länsförsäkring Kronoberg wanted to strengthen and clarify its brand, and the result was a comprehensive messaging platform and a broad rewards campaign with customers at the center.
Why does Länsförsäkring Kronoberg exist?
That was one of the many questions we asked ourselves when we were assigned to work on a brand rebrand for the company.
We started by inviting people to three substantial workshops where, together with employees at all levels and from all departments, we went through a large number of fundamental questions. Who does Länsförsäkring Kronoberg exist for? How are you perceived by others? What is Länsförsäkring Kronoberg? What would you like to be?
We received many good responses. Based on these, together with a recent brand survey, we then put together a new messaging platform with specific messages for all branches of the company: banking, insurance, pension, sustainability work, customer ownership and more.
The company’s main message was formulated in two short sentences:
We believe in what we do. And those we do it for.
We believe in giving back
Based on the message platform, we moved on to a broad rebate campaign. There, the recipients got to meet a range of authentic customers and owners – families with children, pensioners, small business owners, farmers and more. A motley collection of Kronobergers with one thing in common: they could all count on getting their money back in the fall.
Together, they stood behind the specific rebate message, a variation on the brand:
We believe in giving back.
The rewards campaign began with, among other things, simple digital films featuring authentic customers at different stages of life who were recognizable from billboards, print ads, and digital ads.
Inspiring film
The jewel in the crown of the campaign was the film we made together with Lavette Film. Here too, we let Kronoberg residents at different stages of life show what they believe in. The film was shown in cinemas and on social media and built strong pride even among Länsförsäkring Kronoberg’s employees.
We also made radio commercials on the same theme, and a series of advertisements linked to different parts of the company’s broad offering.