You know it. Times are moving fast, life is hectic, days are short, with lots of worries and risks, and who knows what will make things worse tomorrow. But when you are covered by someone like Wüstenrot, there is nothing to worry about. That’s because Wüstenrot has a new W-komplex life insurance policy, for which we were tasked with creating the campaign.
The target group was working age people who have a reason (children or mortgage) to start thinking about their future and behaving responsibly in their lives. We also had to consider Slovaks’ natural distrust towards life insurance and we certainly did not want to scare anyone. But sometimes you just need to sleep on something and look at it from the other side for things to become clear. We based our idea on an emotional insight, which is the opposite of fear. Security.
Our premise was that people usually don’t see or don’t want to see the reason why they should take out life insurance. After all, everything has been okay so far. So, to base the campaign solely on rational benefits and hard sell messages would certainly not be enough. People are emotional and they search for a feeling of security in life to comfort themselves.
And it was precisely this knowledge that opened the way for us to communicate the message that what you buy at Wüstenrot isn’t just life insurance but also the feeling of security. The security of knowing that whatever happens, you don’t have to worry about children, loved ones, health care or even finances. When you have security about these things, you find a fixed point in life that you can rely on, a load is taken off your mind and you can finally sleep well knowing that everything’s going to be okay. So, we created a campaign with the central idea being to liken W-komplex life insurance to a reason to sleep well.
We based several media items around this idea. The basic areas were traditional print media, OOH and banners with our new graphics already presented in this blog. This was combined with a series of short Youtube videos, where we watch people sleeping in unusual environments and situations, and we also prepared a few specials – a whispering pre-roll that played only after 22:00 and a microsite web page with a white noise playlist to help people fall asleep, and a special feature where lights are switched off after ten in the evening. We also prepared a topical competition for our customers to win unique sleeping masks, so they think of us every time they go to bed.
As a result, we managed to communicate an unappealing topic that people are dismissive of in a playful way, and we hope we’ve helped some people, somewhat paradoxically, to open their eyes to the benefits of life insurance.