SlideShare a Scribd company logo
1 of 19
Download to read offline
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, Interpolis
opened 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.
Interpolis brand campaign 2008-2011
Interpolis brand campaign 2008-2011
Interpolis brand campaign 2008-2011
• 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)
Crack the code on the vault and win!
(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)
Campaign overview
Media mix
• Creating buzz by seeding virals
• Print
• Outdoor
• Display adds online
• E-mailings
• Activation at colleges/universities
• Non-spot radio, climaxed in live event
Campaign presentation

More Related Content

Viewers also liked

Brand Activation Prez New 3
Brand Activation Prez New 3Brand Activation Prez New 3
Brand Activation Prez New 3eddyten
 
It Takes a Community to Raise a Brand, Not a Campaign
It Takes a Community to Raise a Brand, Not a CampaignIt Takes a Community to Raise a Brand, Not a Campaign
It Takes a Community to Raise a Brand, Not a CampaignSean Moffitt
 
Brand activation - Do something awesome with people (English version)
Brand activation - Do something awesome with people (English version)Brand activation - Do something awesome with people (English version)
Brand activation - Do something awesome with people (English version)Pointvoucher
 
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...BTL,Onground activation, Offline advertising, Promotion, On ground promotions...
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...Synergy Integrated MarCom India Pvt. Ltd.
 
Brand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsBrand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsGreen Flag Technologies
 
Brand activation
Brand activationBrand activation
Brand activationAli Hadi
 
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Digital Boom
 

Viewers also liked (8)

Brand Activation Prez New 3
Brand Activation Prez New 3Brand Activation Prez New 3
Brand Activation Prez New 3
 
Brand Activation
Brand Activation Brand Activation
Brand Activation
 
It Takes a Community to Raise a Brand, Not a Campaign
It Takes a Community to Raise a Brand, Not a CampaignIt Takes a Community to Raise a Brand, Not a Campaign
It Takes a Community to Raise a Brand, Not a Campaign
 
Brand activation - Do something awesome with people (English version)
Brand activation - Do something awesome with people (English version)Brand activation - Do something awesome with people (English version)
Brand activation - Do something awesome with people (English version)
 
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...BTL,Onground activation, Offline advertising, Promotion, On ground promotions...
BTL,Onground activation, Offline advertising, Promotion, On ground promotions...
 
Brand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road ShowsBrand activation, BTL Activation, Brand Promotion, Road Shows
Brand activation, BTL Activation, Brand Promotion, Road Shows
 
Brand activation
Brand activationBrand activation
Brand activation
 
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
Case Study | Etisalat UAE Brand Campaign #EtisalatChallenge Fiasco on Social ...
 

Recently uploaded

Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckHajeJanKamps
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model InnovationMichal Hron
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"Adharsh45
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptendeworku
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi Tube
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesLPI ONG
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egyptopstechsanjanasingh
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..ranjithapriya2
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography inalexademileighpacal
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfjavenxxx01
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdfBloomerang
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxKrutik Rakade
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningNaval Singh
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneurramya202104
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateAdnet Communications
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Businesstompeter3736
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPanhandleOilandGas
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills sgodxzyrox
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondBoundify
 

Recently uploaded (20)

Pitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deckPitch Deck Teardown: SuperScale's $5.4M Series A deck
Pitch Deck Teardown: SuperScale's $5.4M Series A deck
 
Business Models and Business Model Innovation
Business Models and Business Model InnovationBusiness Models and Business Model Innovation
Business Models and Business Model Innovation
 
"InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age""InShorts: A Game-Changer in the Digital News Age"
"InShorts: A Game-Changer in the Digital News Age"
 
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities pptBus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
Bus Eth ch3 ppt.ppt business ethics and corporate social responsibilities ppt
 
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptxAirOxi -  Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
AirOxi - Pioneering Aquaculture Advancements Through NFDB Empanelment.pptx
 
Dashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de OperacionesDashboards y paneles - CP Home - Area de Operaciones
Dashboards y paneles - CP Home - Area de Operaciones
 
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
CXO 2.0 Conference (Event Information Deck | Dec'24-Mar'25)
 
Mist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in EgyptMist Cooling & Fogging System Company in Egypt
Mist Cooling & Fogging System Company in Egypt
 
Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..Shravan Kumaran and sanjay kumaran.pdf..
Shravan Kumaran and sanjay kumaran.pdf..
 
Record of Module Forensic photography in
Record of Module Forensic photography inRecord of Module Forensic photography in
Record of Module Forensic photography in
 
Benihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdfBenihana of Tokyo case study11111111.pdf
Benihana of Tokyo case study11111111.pdf
 
0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf0311 National Accounts Online Giving Trends.pdf
0311 National Accounts Online Giving Trends.pdf
 
NVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptxNVIDIA's overall business overview Presentation.pptx
NVIDIA's overall business overview Presentation.pptx
 
The Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda LearningThe Smart Bridge Interview now Veranda Learning
The Smart Bridge Interview now Veranda Learning
 
Meet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing EntrepreneurMeet Raj Shamani: A Trailblazing Entrepreneur
Meet Raj Shamani: A Trailblazing Entrepreneur
 
Strategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 UpdateStrategic Resources Corporate Presentation - March 2024 Update
Strategic Resources Corporate Presentation - March 2024 Update
 
Unleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan BusinessUnleashing the Power of Fandom: A Short Guide to Fan Business
Unleashing the Power of Fandom: A Short Guide to Fan Business
 
PHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 FinalPHX Corporate Presentation March 2024 Final
PHX Corporate Presentation March 2024 Final
 
Digital Marketing Training Program skills s
Digital Marketing Training Program skills sDigital Marketing Training Program skills s
Digital Marketing Training Program skills s
 
Optimize Your CRM Customization and Beyond
Optimize Your CRM Customization and BeyondOptimize Your CRM Customization and Beyond
Optimize Your CRM Customization and Beyond
 

Interpolis brand campaign 2008-2011

  • 1. 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
  • 2. 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.
  • 3. 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!).
  • 4. 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)
  • 5. Brand campaign: 1 Educate people on really thinking about what’s important to insure. “Only insure what really matters…”
  • 6. 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”
  • 7. 3. Introduce another option: prevention instead of insurance (working towards new business model) Insurance is not your only option. Visit the online prevention-shop
  • 8. 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, Interpolis opened temporary pop-up stores. • I was responsible for this brand activation project, as an important part of our brand campaign.
  • 9. 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.
  • 13. • 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)
  • 14. Crack the code on the vault and win!
  • 15. (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.
  • 16. 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)
  • 18. Media mix • Creating buzz by seeding virals • Print • Outdoor • Display adds online • E-mailings • Activation at colleges/universities • Non-spot radio, climaxed in live event