“We are not just procedures and general conditions, we are human too.” This is how Marie-Laure, advisor at Direct Insurance for 22 years, in the insurer’s latest advertising campaign called “How can I help you?” “. Her colleague Pascale, 10 years in the house, talks about her sensitivity when talking about her job. Their testimonies, sincere and authentic, are an immersion in their daily life, as close as possible to customers, these policyholders in difficulty waiting to be listened to and advised.
The campaign, carried out with the Initiative agency, multiplies the speeches of 5 collaborators (around ten films of 30 seconds to 8 minutes), all volunteers, with the aim of lifting the taboos of online insurance, considered cold, distant and resorting to centers of outsourced calls. These short films, in documentary format on the role of an insurer in the daily lives of French people, aim to strengthen the positioning of Direct Assurance: “Well insured? Direct set.”
“The bond that is formed over the telephone”
“This consideration campaign illustrates the bond that is formed over the telephone between the advisor and the insured. I think our customers expect proof of support, hence our desire to humanize and embody the brand. Direct Assurance is not just a site, a telephone platform or even an AI. In the event of a disaster, our 1,200 advisors (including 500 in France) answer the call in less than a minute. I wanted to show my policyholders what my advisors experience on a daily basis, their complicity and their commitment. No script has been written, the exchanges are natural and this authenticity makes the difference,” explains Loïc Kueny, marketing director of Direct Assurance.
In-house casting
If the documentary format has been widely exploited in recent years, notably by mutual insurance companies (“without filter” saga of Macif, etc.), the singularity of the publicity of this new speech is based on the surprise meeting between the advisor and her client. Five collaborators – Adèle, Pascale, Sabrina, Elisabeth and Marie-Laure – were selected. Two clients agreed to testify. “We exist, we are not a contract number,” notes Bruno, one of them. Policyholders speak of real emotion at the idea of meeting “a voice”, the one who accompanied them to resolve their claim.
A speech oriented towards quality of service
“The casting was launched among advisors who we asked to tell great stories they experienced with their clients. Initially, it was not at all supposed to be an advertising campaign but a report broadcast internally. And then, given the result, we said to ourselves that this was real publicity,” says Bertrand Beaudichon, CEO of Initiative. This campaign is an evolution in the insurer’s communication strategy which focused on price, now focused on quality of service. All content produced will be hosted on the advertiser’s site, as well as on a brand channel created on TF1+. It comes with a VOL media plan (YouTube and Netflix) and social media (Snapchat and Meta) until mid-July.
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