Alte Leipziger
The 'Alte Leipziger' is an insurance company based in Germany. This company sells students insurances, called 'Berufsunfähigkeitsversicherung' (english: occupational disability insurance, shortcut: 'BUV'). This insurance helps you if you are not able to work anymore due to certain circumstances.
Awards
GWA junior Agency 2015: Silver GWA junior Agency 2015: Audience Award
Problem
Most students don't know either 'Alte Leipziger' nor 'BUV'. Even if they do, they have no interest in a 'BUV' because students don't realize the risk of an accident and its consequences.
Challenge
The 'Alte Leipziger' wants to show students the relevance of 'BUV' because 'BUV' is an insurance that is recommended by most experts.
Strategy
We promote the idea of visiting a bootcamp where the visitors have to leave their comfort zone. In this process they realize the importance of 'BUV'. But how can we draw attention for the bootcamp?
Alte Leipziger Spot – Gaming from Pascal Schmidt on Vimeo.
Alte Leipziger Spot – Shopping from Pascal Schmidt on Vimeo.
Solution
We personalize 'Alte Leipziger' and create an old woman called 'Frau Leipziger'. This old woman makes jokes about students and provokes them, so that they feel the need of participating at the Bootcamp to show that they are no losers. 'Frau Leipziger' talks to the students in three short spots posted on the internet.
Implementation
Additionally, there will also be posters in universities and big cities.
homepage AL application from Pascal Schmidt on Vimeo.
homepage frau leipziger from Pascal Schmidt on Vimeo.
homepage buv from Pascal Schmidt on Vimeo.
Website
On the website you can find information about the Bootcamp. Additionally, the students get offered a 'BUV' and are able to find a broker near their location to speak with.
Social Media
'Frau Leipziger' will stay in touch with the students through most relevant social media platforms such as Twitter and Facebook.