Life insurance has always been a very competitive line of business. During the pandemic, it has become increasingly difficult to do business because target groups tend to have less trust in long-term savings options. We helped one of the largest insurance companies in Adriatic Region to overcome these problems. Here is how we did it.
Having operated in the non-life insurance sector of Bosnia and Herzegovina’s complex market for years, Wiener Insurance decided to launch its life insurance policies in the midst of the Covid-19 pandemic. Targets were set high: reach all target group members; Become a recognisable brand and create brand awarenes; Increase its website traffic; Improve all social media parameters by more than 100% (social media integration); Be viral and creative in winning target groups’ attention; Attract as many leads as possible to drive sales at the time when customers cannot come to the company’s outlets. mita.agency was given a rather demanding set of tasks: Devise a completely new creative campaign, Create a new visual identity for advertising projects, Design social media content and giveaways, and Design a promotional campaign and integrate all communication channels into a single digital strategy.
Unique e-mail addresses and telephone numbers
Post engagements
new followers
Sales leads growth (KPI)
Post engagement growth (KPI)
Post reach growth (KPI)
Being different and simple is the basic rule of advertising so we made an effort to design a creative concept which will immediately win the hearts of the client’s target groups. At the time when we should not underscore negative situations in life, we decided to make a parody of the situations that happen to all of us. What if? is a creative concept which immediately won the hearts of both the client and the client’s target groups with its broad relevance and humour. What if you slip on a banana peel? is a question that makes you think about a broken bone, but it does not show one. What if a piano drops on your head? is a surreal scene from a cartoon series, but it is clearly associated with potential death. What if your barber has got shaky hands? What if you break your bones while skiing? The JUST IN CASE insurance policy provides an answer to all these questions.
Having thoroughly analysed the client’s target groups and customer behaviour in the new circumstances, we created the overall presentation of the product, from the slogan to the visual concept to the detailed social media and Google advertising strategy. In only six months we were able to completely reach the targets set by the client or regularly keep track of the expected targets that we have not already reached. We combined native advertising with s CPC models to convert users. As a results, users now have a better understanding of complex products and our remarketing campaigns have higher conversion rates.
