If Insurance Promo, Case study THE LINE OF TRUTH by Forsman & Bodenfors Gothenburg

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THE LINE OF TRUTH

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Industry Insurance
Media Promo & PR, Case study
Market Sweden
Agency Forsman & Bodenfors Gothenburg
Art Director Samuel Akesson
Copywriter Jacob Nelson
Designer Johanna Hoffman-Bang
Account Supervisor Daniel Smedfors
Released November 2010

Credits & Description

Category: Financial Products & Services
Advertiser: IF
Product/Service: INSURANCE
Agency: FORSMAN & BODENFORS
Date of First Appearance: Nov 11 2010
Entrant Company: FORSMAN & BODENFORS, Gothenburg, SWEDEN
Art Director: Samuel Åkesson (Forsman & Bodenfors)
Copywriter: Jacob Nelson (Forsman & Bodenfors)
Designer: Johanna Hoffman-Bang (Forsman & Bodenfors)
Web Producer: Peter Gaudiano (Forsman & Bodenfors)
Account Supervisor: Daniel Smedfors (Forsman & Bodenfors)
Account Manager: Helena Nilsson Lignell (Forsman & Bodenfors)
Account Manager: Joachim Levin (Forsman & Bodenfors)
Production Company: (Rebenga)
Production Company: (Mobiento)
Advertiser's Supervisor: Johan Maxe
Media placement: Website - Website - November 11th 2010
Media placement: Posters - Posters - November 11th 2010

Insights, Strategy & the Idea
Insight: People in general have a mistrust towards Insurance companies.
Strategy: By bring potential customers closer to existent customers a more trustworthy and true image of IF and its claims handling will be built.
Idea: Create a simple service where potential customers can access numbers and call directly to IF-customers.
They can then and ask them directly and privately about their experience of being an IF-customer.

Creative Execution
We created The Line Of Truth. An online service where anyone could call directly to any of over 1000 IF-customers and ask them about their honest opinion and experience of IF.
They were all customers that had recently experienced a claims handling and regardless of their opinion of IF they were asked if they would participate.
The names and numbers were accessed via an online randomizer. On the site you simply pressed the "Random-button" and an IF-customer would appear. You got their name, direct phone number, location and type of claim. Then all you had to do was call. If the claim didn't seem relevant you could simply press the random-button again.

Results and Effectiveness
Awareness up from 64% to 67% and consideration shot up by 25%.