Take a look at my contribution to the Interpolis brand campaign, from 2008-2011. Interpolis managed to shift brand image from traditional insurer to "risk-manager and prevention specialist". See how we did it!

1. Interpolis Insurance*
Interpolis is one of the leading insurance brands in
the Netherlands.
Trying to differentiate from the competition
Interpolis works towards a shift in business model:
from traditional insurance company to service
provider in risk management and prevention.
Traditional insurance will eventually be a small part
of their final proposition.
* Interpolis is my former employer in the Netherlands

2. Interpolis Insurance
I was responsible for the brand campaign: to
take our target audience by the hand and take
their brand perception of Interpolis from
traditional insurer to service provider in risk
management and prevention, step-by-step.

3. Interpolis Insurance
Goal: shifting brand image from traditional
insurance company to service provider in risk
management and prevention, while keeping
Interpolis in a top-3 market position.
Result: after 3 years Interpolis took #1 position,
and was considered “insurance company most
likely to help me prevent risks” (main goal
achieved!).

4. Brand strategy
1. Educate people: tell them to really think about
what’s important enough for them to insure
(don’t just blindly insure everything!)
2. Offer help: Interpolis can help you decide what
to insure and what not (Interpolis has a lot of
knowledge about risks, prevention and
insurance solutions)
3. Introduce another option: prevention instead of
insurance (working towards new businesmodel)

5. Brand campaign:
1 Educate people on really thinking about
what’s important to insure.
“Only insure what really matters…”

6. 2. Interpolis helps you decide which insurance
is important for you. With a check online.
(Ask yourself: do you need disability insurance when you’re a business owner?)
“Know what to insure and what not to insure”

7. 3. Introduce another option: prevention instead
of insurance (working towards new business
model)
Insurance is not your only option.
Visit the online prevention-shop

8. Brand experience:
• As Interpolis worked towards becoming a
prevention specialist, they launched a web
portal selling prevention solutions.
• To bring the portal to life and to emphasize
why people should consider prevention as an
alternative solution to insurance, Interpolis
opened temporary pop-up stores.
• I was responsible for this brand activation
project, as an important part of our brand
campaign.

9. Brand experience:
pop-up prevention-shops
• Four temporary “pop-up stores” opened at A-
locations in Amsterdam, Rotterdam,
Amstelveen and Groningen, which showed
considerable contribution to overall brand
campaign goals.
• 80% of store visitors remembered main
message “To prevent is better than to insure”.
• Attracted substantial press attention and high
visibility within the industry.

13. • In the stores people could touch and feel the
prevention-articles that were offered online
• Prevention specialists were present to give
people advice on the spot
• Promo teams in the shopping area brought in
more traffic
• Ads in local media to generate more traffic
(redeemable coupons)

14. Crack the code on the vault and win!

15. (Sales)campaign for
Student Health insurance
• New target group “students”: goal was to
penetrate this group and sell 5,000 policies
• Surpassed sales goals by 50% (7,500 sold).
• Got a top-3 “top of mind” position within our
new target group.
• Won Silver Effie and Bronze Esprix.

16. Creative rationale
• Students lead a very unhealthy (unsanitary) life.
• This builds up their resistance so they don’t get
sick much.
• That’s why Interpolis built a special insurance
policy for them, where they only pay for what
they really need (insure only what you HAVE to
insure).
Tagline + URL: “goedvoorjeweerstand.nl”
(good for your immune system)

17. Campaign overview

18. Media mix
• Creating buzz by seeding virals
• Print
• Outdoor
• Display adds online
• E-mailings
• Activation at colleges/universities
• Non-spot radio, climaxed in live event

19. Campaign presentation