Relaunching Ethias as the most human insurer.

Today, although Ethias is one of the best-known insurers in Belgium, they wanted to increase their growth ambitions and market share objectives. A more traditional and transactional, product focussed communication strategy has made Ethias dependent on promotions to generate sales.

Our challenge? Helping Ethias evolve from a promotion-driven seller to a human-centered insurance partner.

The strategic starting point was the insight that the insurance world is not an environment solely based on numbers and reason. But also an emotional one. Because in the end, people insure precisely those things that are most dear to them. So for Ethias to become loved again as an insurer, it was essential to put humanity at the heart of all future brand activities.

This campaign is the first campaign in Ethias’ new creative style with the ‘more human like’ Ethias in the leading role. Focused on encouraging Belgians during uncertain times with rising energy prices. By organizing a national check-up, ”The Rest Reassured Weeks” all Ethias customers were invited to have their entire insurance package reviewed by the people of Ethias. Helping people to avoid being over-insured.

The integrated campaign was rolled out through OOH, online video, online and radio.