HAMBURGER FEUERKASSE – MARKET LAUNCH OF RESIDENTIAL BUILDINGS AND CONTENTS INSURANCE WITH INTEGRATED EMERGENCY MANAGEMENT

CUSTOMER SINCE: 2013
INDUSTRY: INSURANCE
TARGET: INCREASE OF BRAND AWARENESS / BRAND IN THE RELEVANT SET OF THE TARGET GROUP

TARGET GROUP:OWNERS OF APARTMENTS AND HOUSES / TENANTS
SERVICES: RADIO / SOCIAL MEDIA MARKETING / OUT-OF-HOME / DISPLAY ADVERTISING / ONLINE MOVING IMAGES

Task / Challenge

Hamburger Feuerkasse (HFK) is the market leader in the residential building insurance segment in its business territory and launched the first residential building and household insurance policies with integrated emergency management at the end of 2018. According to the motto: the best loss is the one that does not occur. The task was therefore to successfully launch the new products on the market and generate corresponding sales success. The objectives included increasing brand awareness, bringing the brand into the relevant set of the target group and establishing it as the “first choice”. The challenge here was in particular to illustrate a product that requires a balancing act between emotionality and technology in its explanation and, moreover, to put relevance in the foreground without arguing factually.

Approach

To present the added value of the product emotionally and in the context of loss prevention, a content marketing concept was developed, which was implemented with a unique media cooperation on the leading regional radio station (Radio Hamburg incl. online channels) and on HFK’s own content channels (website, social media). HFK did not primarily act in an advertising manner, but provided the target group with relevant content with real benefits and topicality.

The focus of the communication was not on material damage. The focus of the extremely customer-oriented insurer was on the emotional damage after a break-in. The uncertainty and the hurt caused by the invasion of privacy were the topic. And, of course, a solution that is unique on the market in this form. Extensive content was produced for this, without putting the product in the foreground in a striking way. In addition, the social media content was consistently based on organic reach in order to emphasize the emotional aspect and appear less “promotional”.

At the center of the content concept was the Safety Week on Radio Hamburg. On four days, the topic of burglary was examined from different angles – victims and ex-professional burglars had their say and tips on technology and smarthome were provided. To raise awareness for the brand, classic image motifs were played out in parallel in outdoor advertising, display marketing and online moving images.

Result

A pre- and post-measurement of the brand-relevant key figures revealed a significant uplift in HFK’s brand presence and preference in the Hamburg catchment area. Thus, both brand awareness and the anchoring of the brand in the relevant set of consumers have grown. The number of people in Hamburg for whom Hamburger Feuerkasse is their first choice has also increased.

The campaign also resulted in a significant uplift of the brand image and increased demand for HFK’s services (residential building and household insurance).

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Radio spot at Radio Hamburg

“Security Week with Radio Hamburg”: This exemplary radio spot, including the native involvement of Radio Hamburg presenters, illustrates how the emotional topic of burglary was edited into the program. Listeners were asked about their own experiences, and interviews were conducted with a former burglar and a burglary prevention expert, as well as with a specialist from the Hamburg Fire Insurance Fund.

Case image material

In addition to the classic campaign motifs, the visuals show how the topics of burglary and loss prevention were integrated on the content side of Radio Hamburg’s website.