Clear View of the Reasons to Get Insured

Achmea Uses Dramatic Imagery in Netherlands

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Brand: Achmea
Category: Financial
Region: Netherlands
Date: January 2006
Media Agency: OMD
Other Agencies: DDB
Media Owner: Elsevier, Kampioen, Management Team, National Geographic, AD Magazine, M, Volkskrant Magazine
Media Channels: Print, TV

Let's face it: Insurance is something most of us don't want to think about. You just want to know that, should the worst happen, you will be covered. That's been the message from Achmea for the past five years. Its advertising has focused on rational issues by highlighting a problem, the possible consequences and the solution.

Insurance provider Achmea uses a magazine ad to show what industrial development can do to a pleasant country house.
Click to see larger image

In 2006, however, the brand took a more emotional approach, telling the story in a more dramatic way using print ads. The campaign mixed a gatefold with a series of consecutive-page ads to warn homeowners about possible risks.

When consumers open the gatefold and turn the page, they get a view of a pleasant country house in a pastoral setting, blighted by industrial development, tidal waves and even giant monsters. The message ends with the phrase "Achmea ontzorgt," which means roughly "Achmea takes the worries away."

The execution was printed in six titles in the Netherlands selected for their broad reach, including news magazine Elsevier, car-association magazine Kampioen, National Geographic, and newspaper supplements such as AD Magazine and M.

The print execution was the launch phase for the campaign, which later included TV.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database.
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