Ad campaign sample

	Starting information from the client side: High level of awareness, loyalty and usage on the market of corporative insurance. High level of awareness, low loyalty and usage among physical persons (they think the brand is for peculiar people, not for all, the are afraid of it). Object from the Client Side: Create and organize the realization of brand development strategy directed to the increase of loyalty and expansion of the physical persons’ market. Keeping positions on the market of corporative insurance.
	Strategic Plan: Brand Repositioning. Define the target audience taking into consideration psychographic characteristics of target audience. Make the level of loyalty towards the brand higher.
	Realisation: Repositioning – «Ingosstrakh shares the feelings of his clients». Change preferences – from rational (Ingosstrakh pays. Always.) to emotional (Your feelings are the most important. Anything else is the task of Ingosstrakh). Use celebrities, with high index of target loyalty and corresponding to the brand image. Choose media with high level of target correspondence and effective coverage.

Target Audience:

• Men/women.
• Age - 30-50.
• Higher education.
• Average and higher earnings.
• Businessmen, managers, specialists.
• Are aware of insurance services.
• Make high demands to insurance companies.
• Use many informational resources about insurance.

Solutions in Press, Outdoor and TV:

Insight:

“I want a company to share my life values”

Main advertising message:

“Your feelings are the most important. Anything else is the task of Ingosstrakh”

Press:

Campaign «We always pay»	Campaign «We always pay»

TV commercial:

Mediastrategy:

Results of Advertising Campaign:

• Brand awareness grew from 11 % to 20 %.
• Level of confidence grew from 16% to 36%.
• Level of usage grew from 3% to 5%.

Info by GFK 2004.