ERGO launches accident-insurance awareness campaign – TikTok and podcast sponsorship among set of measures for first time
ERGO has completely revised its accident insurance and is now launching a multi-channel campaign to raise awareness of accident risks. Commercials will run on TV and online until the end of July. For the first time, the video platform TikTok and the sponsoring of podcasts will be integrated. All content was developed in collaboration with Jung van Matt and the digital agency Yours Truly.
After an accident, the simplest activities can become a major challenge for those affected. Even everyday tasks such as getting dressed, shopping or driving a car can then only be done with assistance. “So that falling down becomes getting up again” is therefore the core message of the campaign, which has been being played on and offline via various channels as of today.
The aim is to raise awareness of the topic of accident risks and at the same time show how the consequences of accidents can be mitigated and everyday life can be mastered independently again. This also raises the question of whether one is well insured, should it come to the worst.
“The special thing about this campaign is its highly motivational character. The guiding principle of ‘Get up again’ serves as encouragement not to give up when things get difficult in life. It is precisely in these moments that ERGO provides support with individual services”, explains Imke Jendrosch, Global CMO ERGO Group. “And since this issue really does affect everyone, we want the campaign to appeal to as broad a target group as possible, and we’re also using channels that are new to us, such as podcast sponsorship and TikTok.”
The building blocks of the campaign in detail:
Assistance services for a quick return to normalityThe commercial, entitled “So that falling down becomes getting up again”, shows a young, successful sportswoman who can no longer pursue her passion due to an accident. Her journey back to a self-determined life via rehabilitation measures is retold in emotional images. The advertisement will run as 20- and 30-second clips on TV and online as of today. The campaign comes together on a specially developed landing page where interested parties can leave their contact details for a personal consultation.
Podcast sponsorship and TikTok in the set of measures for the first timeIn this campaign, ERGO is also premièring as a sponsor for selected sporting podcast formats. Another first is the use of the video platform TikTok as a campaign channel. Its users are being called upon to take part in the big ERGO hashtag challenge #WiederAufstehen (get up) by 16 July. The special feature here is that the users themselves are to creatively showcase the benefits of accident insurance in a manner that is clear and appealing to the target group. The campaign thus aims to address younger people in particular and raise their awareness of accident risks. ERGO is only the second German insurance company to use this channel.
Online measures round out campaignIn addition, an extensive and large-format online banner and moving-image campaign will be launched, with the core message “So that falling down becomes getting up again” and the recurring campaign motif framing all the online measures.
ERGO Begins Awareness Campaign for Old-Age Pensions
As of immediately, ERGO is beginning a multichannel campaign for private pension plans. Until 7 March, advertising clips will be shown on TV and online, accompanied by an influencer campaign on Instagram. In this way, ERGO is strengthening its position as a competent provider of pension plan products for all generations. The content was developed in cooperation with Jung von Matt/SAGA.
“Particularly in the generations Golf to Y, born as of 1980, the topic of pension plans has been of little importance up to now”, explains Imke Jendrosch, Global CMO ERGO Group. “This despite the fact that private pension plans are becoming more and more important. By planning your pension today, you can avoid having to make concessions in old age. That’s what we’re campaigning for and quite deliberately with humour and a wink.”
“So that you can remain as flexible later as you are today. The pension plan products of ERGO adapt to your life circumstances” is the core message of all measures, under which, as of 25 January, advertising clips will be running for six weeks. This will be accompanied by an influencer campaign and an online banner campaign on the topic ERGO fund investments.
The campaign measures in detail:
Planning for more freedom in old ageThe advertising clips under the title “Old World” present lifestyles and activities which are usually ascribed to young people, such as partying freely for nights on end. Cliches are played upon with a casual wink while being simultaneously embedded in unusual contexts, in order to increase the attention of the viewers. The clips will be running as of 25 January as 25-second and 10-second spots, as well as in one-minute length on social media. In addition, display ads, and point-of-sale and dialogue measures will be used. The campaigns will together lead onto a landing page which has been specially developed.
Sustainability and pension planning are not mutually exclusiveIn order to increase awareness of ERGO in younger target groups, ERGO is launching an accompanying influencer campaign on Instagram with a focus on sustainability in retirement planning.
Illustrating the diversity of pension plansOn 15 February 2021, an additional and accompanying online banner campaign will be launched on the topic of ERGO fund investments. In doing so, ERGO also illustrates its expertise in financial products, in order to position itself as a competent partner for consumers in this area.
Deutsche Bank’s CSR COVID-19 Relief Campaign winner of Digital Communications Awards 2020
More than 7,000 colleagues and the bank joined forces this spring to donate a total of 2.5 million euros to 40 food & shelter charities in 35 countries, enabling them to support more than 650,000 beneficiaries affected by the pandemic. This is the tangible impact we created with our CSR COVID-19 community relief campaign – and this effort has now been publicly recognized as a Gold winner in the Digital Communication Award (DCA).
The CSR team had submitted this one-bank effort, which is highlighted in an engaging film and the infographic below, in the “Purpose Driven Communication” category of the DCA 2020. The competition was quite strong: Runners up were the National University Health System Singapore and Procter & Gamble, other contestants were Michelin and Random 42.
“We are really excited about this recognition,” says Lareena Hilton, Global Head of Brand & CSR, “it honours the great commitment of Deutsche Bank and its people. Thanks to all who supported the CSR COVID-19 relief campaign and thus created a #PositiveImpact for the most vulnerable members of our communities.