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.