Simple, because it matters.: ERGO launches new brand claim and accompanying product campaign

ERGO is sharpening its brand profile and from now on will put the focus on ‘Making insuring easier’ in all its marketing measures and customer communications. The first evidence of this is the simplified application route for ERGO term life insurance, which will be advertised from today in it’s own cross-media campaign.

“Many people find insurance complicated, so they look for partners that will make life easier for them”, says Imke Jendrosch, Global Chief Marketing Officer (CMO) at ERGO Group AG. “Insurance especially is something that usually matters a great deal to people. It’s all about protecting their loved ones and favourite things. In recent years, ERGO has worked continually and consistently to make the subject of insurance as easy as possible for its customers. ERGO’s customers now see this as a real strength.”

The new brand claim “Simple, because it matters.” puts it clearly and concisely in a nutshell.

Term life insurance campaign emphasises more streamlined application processes

In line with the new brand claim, from now on ERGO will advertise using the slogan “Protecting your loved ones: so important. Protecting your loved ones: so easy.” in its own campaign for ERGO term life insurance. This convinces with a considerably streamlined risk assessment and a simpler application and acceptance process. Thus there are now considerably fewer questions to answer in the health check. Young customers under the age of 40 answer even fewer. Taking out this cover, which is also increasingly being recommended by consumer protection organisations, now becomes even more straightforward and simple.

“Term life insurance is the right product when it comes to protecting your loved ones financially”, explains Oliver Horn, Head of Private Pension Provision Product Management at ERGO Vorsorge Lebensversicherung AG. “With our simplified offering, we want to raise customers’ awareness of this important topic even further and convince them of the product’s benefits.”

Campaign presents parents’ worries in a new light

In the campaign spot, which was developed in collaboration with the DDB Agency, the sometimes irrational worries of many parents in relation to their own offspring are presented with a wink to show how parents can occasionally go overboard with their care – for example kitting their son out with water wings and a life jacket to play in a half-filled paddling pool. What unites all the protagonists here is the desire to protect their loved ones against all eventualities – and to do so as easily as possible.

The spot will run as 30- and 22-second clips on TV and online as of today. From January, the 22-second clip will continue to run on the same channels. Online banners, display advertising, audio spots, local marketing and paid social media will also be used to lead directly to the campaign website providing more information.

Further information about the campaign may be found at www.ergo.de/de/Produkte/Lebensversicherung/Risikolebensversicherung