Everything will be alright

Zavarovalnica Triglav

With the corporate campaign (Sep 2011 - Apr 2012) Zavarovalnica Triglav on one side balanced its performance on the market and on the other additionally supported processes of new strategy, reorganization and management board’s commitment to transparency.

Integrated corporate campaign included numerous activities for different stakeholders (media, professional public, financial public, consumers, internal public) and contributed to strengthening of the recognition and reputation of Zavarovalnica Triglav. We wanted to set strong emotional string with costumers and with the employees through the campaign, namely through values such as reliability, sense of safety and inner peace. The effect was given to those values through the position slogan »Everything will be alright« which is a well-known expression of encouragement from our everyday life. We say »Everything will be alright« when we need comfort and a good friend, who offers us his hand in need. This way the dramatic arc and the plot of the story in TV video have been defined with the slogan: strong personal story with the turning point in the moment of weakness which winds up to the sense of safety and trust.

The results of the campaign were excellent. Based on comprehensive measurement before the beginning of the campaign and in the end of the campaign we measured the added value of the campaign. The advert reached high level of recognition and was marked among the target public as very likable. The advert reached grade 4 on the scale form 1 to 5 for likeability. At the end of the »Everything will be alright« campaign, the advert, according to the results of the survey, was recognized among the adverts from financial branch by 29% of respondents. With this we exceeded our set goal (15%). Based on the survey Zavarovalnica Triglav was recognized as the most respectable assurance company after the end of the campaign by 58% of respondents, which is 3% more than in the beginning of the campaign. After the integrated corporate campaign the reputation of the assurance company among all companies in Slovenia also rose for 1 place (from 10th to 9th place). Within the campaign Zavarovalnica Triglav managed to lower the share of negative publicity - it reached only 3%. This is also a result of carefully planned publicity in the time of the campaign, which reached 26% by the end of the campaign. The integrated corporate campaign made it possible to strengthen the perception among the general public that Zavarovalnica Triglav is a trustful organization.