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, Interpolisopened 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.

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• 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