150 million?!
Refund Campaign for Länsförsäkringar Göinge-Kristianstad
The assignment
Film
Campaign
Concept
Media
150 million reasons to opt for customer ownership
When Länsförsäkringar Göinge-Kristianstad were poised to distribute their largest ever dividend, they sought to do so with warmth, a touch of humour, a customer-centric approach – and to achieve significant reach throughout their region of Skåne. We crafted a campaign that substantially exceeded the targeted results.
When Länsförsäkringar Göinge-Kristianstad performs strongly, surplus funds are generated – funds that are returned to customers in the form of a dividend. This is one of the key benefits of being part of a customer-owned company.
In 2024, the company was able to distribute its largest dividend to date – 150 million Swedish Kronor, shared among all the company’s property insurance customers.
Our agency, Byn, had previously developed the brand concept ‘For life in our part of Skåne’ for LF Göinge-Kristianstad. By combining this with Länsförsäkringar AB’s nationwide brand manifesto, and adding a dividend-centric twist, we crafted a concept that encapsulated warmth, humour, customer focus, beautiful local settings, and a clear connection to existing communications. All unified by a symbol conveying the message ‘150 million to our part of Skåne’.
The core of the campaign consisted of a series of films that used everyday situations to symbolise the everyday luxury of receiving a dividend, as well as the joy of sharing, whether it’s money, ice cream, pastries, or air fresheners.
LF Göinge-Kristianstad also established a developed influencer collaboration with local personality Gustav Ovland, known from the television programme ‘Husdrömmar’, among other appearances. Mr Ovland – along with his dogs – featured as the protagonist in one of the campaign films.
In order to cultivate genuine rapport with their customer base, LF Göinge-Kristianstad participated in a series of community events across their region of Skåne throughout the summer and autumn. These included the Kivik Apple Market, city festivals in Kristianstad and Hässleholm, and various other gatherings. These events provided customers with opportunities to meet Gustav Ovland, as well as to engage in other enjoyable and beneficial activities facilitated by LF Göinge-Kristianstad.
The agency managed all promotional activities associated with these events.
In addition to the aforementioned, the campaign incorporated a range of supplementary media units. These included social media advertisements, print and digital advertisements in the local press, banners, native advertising articles, billboards, and bus livery.
The results were truly exceptional.
Return on Ad Spend (ROAS): 8 SEK
Return on Investment (ROI): 2 SEK
Brand Tracking (survey of 800 respondents) pre- and post-cashback campaign:
Awareness of LF Göinge-Kristianstad’s cashback programme: 61% (up from 54%) Awareness of LF Göinge-Kristianstad’s cashback programme (LF customers): 94% (up from 79%) Perceived importance of the cashback programme: 50% (up from 46%) Perceived importance of the cashback programme (LF customers): 62% (up from 53%)
In summary: a campaign that achieved significant reach and impact, demonstrably reinforcing the value proposition of membership within a customer-owned insurance company.
