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.
ABN AMRO extends sponsorship contract and shifts focus to Ajax Women
Ajax and ABN AMRO have reached agreement on the extension of the sponsor contract. With the new agreement, the bank will remain connected to the club until at least mid 2023. From now on, ABN AMRO will focus on strengthening the women’s teams within Ajax.
ABN AMRO has been sponsoring Ajax for over 25 years and has been the main sponsor of the club’s women’s teams for the past five. ABN AMRO and Ajax have now reached an agreement that will see them step up their efforts in 2020 to improve the visibility and further development of women’s football. This new focus reflects the bank’s dedication to increasing diversity and sustainability in sport, themes that feature prominently in ABN AMRO’s strategy.
ABN AMRO and Ajax will use the coming seasons to strengthen all Ajax women’s teams. This includes not only the first women’s team, but also a talent development programme in a girls’ academy. Last year, for example, a talent development team was set up, and more recently talent identification days were hosted for under-9, under-11 and under-13 girls. ABN AMRO’s focus is on further developing these activities to reach the highest level. Ajax and ABN AMRO have also agreed to join forces to promote the development of girls’ football at amateur clubs.
Menno Geelen, Ajax’s Commercial Director, comments, “It’s wonderful that ABN AMRO has committed to Ajax and to women’s football until 2023. The bank has a long history with Ajax: ABN AMRO first became the club’s shirt sponsor in the early 1990s, and subsequently expanded its sponsorship to include the academy and women’s football. From 2020 forward, ABN AMRO and Ajax will dedicate their full attention to the Ajax women’s teams, in reflection of the diversity within the club and the sport. Developing women’s football is an expression of our positioning ‘For The Future’.”
On the verge of a breakthrough
Daphne Koster, Ajax Women Manager, is very proud that ABN AMRO has committed to women’s football: “We’re on the verge of an amazing breakthrough in women’s football: more and more girls play, the Netherlands produces many of the sport’s established players and media coverage is also increasing. Ajax has ambitions, and with ABN AMRO by our side we’re going to achieve those ambitions.”
Facing the challenge together
Women’s football is the fastest growing sport in the Netherlands. Ernst Boekhorst, ABN AMRO’s Head of Brand, Sponsoring & Foundation, comments: “Sustainability, including diversity, is one of ABN AMRO’s spearheads. Our actions are based on the philosophy that diversity in background and perspective makes us stronger. Diverse teams produce more creative and more innovative solutions, in every area. This philosophy also extends to our sponsorship portfolio: if we want to break through old patterns, we have to make an effort.”
In addition to being the main sponsor for Ajax Women, ABN AMRO has agreed to be Ajax’s partner in sustainability for 2020 and beyond. ABN AMRO will also continue its social partnership with the Ajax Foundation.