Grawe osiguranje
Osiguranje imovine
TVC, digital, print
2020.
INSIGHT
It is well known that investing in own property insurance is considered a “waste” of money and the awareness of the benefits is very low.
We have all witnessed the recent natural disasters. Earthquake in Zagreb, floods in Gunja, fires in Dalmatia, unfortunate series of events during which many lost the most important thing, their homes. It’s happening everywhere, it was always happening and we can’t predict or prevent it from taking place. What we can do is prevent the consequences, making them less affecting and less tragic
SOLUTION
Connect with the audience through emotions, touching moments that emphasise the importance of insurance, showing how a small investment in insurance policy we can preserve the most important thing – our home and as important, all the values and memories within.
CUT DOWN
The plot itself is related to the image video. Videos starts with opening scenes of what seems to be a dramatic occurrence, shifting to a positive scenario, beautiful moments in a company of our loved ones.
In order to further encourage interaction with middle-aged target audience, we also used segments of the image video as part of communication on social networks.
Given the recent earthquakes that occurred in Zagreb, we decided not to explicitly show the dramatic scenes cause by the unfortunate event, it is rather subtly insinuated at the very beginning of the video while focusing on the positive outcome.
Through a series of advertisements, we actually discover that without insuring our own property, we risk all that is valuable, beautiful memories preserved within our home.
We communicate GRAWE insurance as the right partner that will protect these values. That is why we set the following communication as the main headline:
FOCUS YOUR THOUGHTS ON BEAUTIFUL THINGS
COMMUNICATION
In order to identify with different target audience, we adapted the communication to different channels.
Through communication on various news portals, with the aspect on communication on TV channels, as an image part of the campaign we based our communication on emotions. The communication itself does not directly address the issues for which we insure our own property, but we subtly incorporate those less fortunate events within the video, with the key message:
REMINISCING THE MEMORIES
ACTIVATION ON SOCIAL NETWORKS
– I WILL CAMPAIGN
It is common that people think unfortunate events will not affect them.
Whether it is something trivial like a broken machine or something more dramatic like a burglary, flood or fire.
We all subconsciously know that it would be good to secure our property, but somehow we keep postponing it with a simple thought – I will do it.
In order to get closer to the younger target audience, our communication is based on typical mindset of postponing obligations and making excuses. Most younger people have this easy going approach, they are aware of the threat but not taking into consideration potential outcome. That is why our communication is:
I WILL – THE WORD THAT COSTS THE MOST
