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INSURANCE

Life insurance (fragments of the article „Polisa na życie -- produkt jak każdy inny" 'Life policy -- product as any other'] Gazeta Finansowa, May 2001 and others statements of Dorota Iwankiewicz published in insurance press).

Clean clothes thanks to fantastic washing powders which remove stains; fluffy hair thanks to caring shampoos; comfort of driving thanks to luxurious cars. But it is not all. There is also safety, peace, quiet and happiness... thanks to life insurance. Life insurance, although it is a truly abstract product, needs promotion and advertisement, similarly to washing powders, shampoos or cars. (...) On one hand it refers to our most precious things -- our life and the life of our closest relatives, on the other hand it still remains... a product to sell. It is necessary to combine the abitlity to play with people's feelings with the skill how to make the institution reliable or to emphasize the attractiveness of the offer itself (...)

An advertisement of life insurance in its message, its creation cannot be „one shot". While preparing this kind of advertisement it is assumed that it will be used for a really long time. Why? The most important features that are expected from this kind of products and companies are stability and safety. Contracts are signed for many years so constant visualisation of the product should confirm this stability. It does not mean a boring and fossilized advertisement, though ...

Property insurance (...) Life insurance is a nice topic because it refers to mattes close to us all: a loving partner, children, our common plans. It awakes positive feelings in us: caring about our nearest and dearest, making their future safe. When we sign such a policy we feel better, our self-esteem grows (such should be the classical Desired Consumer Response, or an expected reaction of a customer who sees the advertisement). (...) In their offer insurance companies have products which shift the burden of our concern from moral values into ... material ones. It is the property insurance that shows how to take care about our beautiful 100 m2, how to protect the four wheels of our beloved limousine. A house, a car, equipment, a collection. Just objects. Really? (...)

When such a product is advertised, an emotional message must not be neglected. Quite the contrary, it is emphasised what a big role material goods play in our life, how often they are the aim of our activities. The finesse is to make the recipient agree with that and not even for a split of a second make them think „Am I a materialist?" (...) Two words. Life as the highest value and property -- a physical object, but the same channel to reach the customer: emotions. (...) The main rule is to look ahead into the future; the future which is happy and prosperous, without an element of threatening, without showing dangers. These are characteristic for preventive campaigns, though, but it is a different topic...

When getting experience with insurance giants like the PZU group (the biggest insurance company in Central and Eastern Europe) or the European holding GENERALI, the DM2 agency's team uses neuromarketing tools even more consciously nowadays while preparing timelines of the products, the criteria of enterance, giving successful peacing and leading to the stories and fractioning benefits. The team efficiently uses this knowledge for preparing TV spots, press campaigns, creating names of products and running an active social media marketing.

Category:

Film & Animation

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• branding
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• London
• effective
• dm2agency
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• Iwankiewicz
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