Headline Work

Alte Leipziger

concept, corporate, campaign

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

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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.

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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?

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.

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Implementation

Additionally, there will also be posters in universities and big cities.

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.

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Social Media

'Frau Leipziger' will stay in touch with the students through most relevant social media platforms such as Twitter and Facebook.