Achmea Australia

Achmea engaged C7EVEN to help build a targeted campaign that would increase overall awareness and recognition for their brand and the farm insurance services they provide.

Client
Achmea Australia

Category
Agribusiness

Services Delivered

Strategy Development
Branding & Design
TVC Advertising
Advertising & Content Marketing

C7EVEN developed a targeted above-the-line brand campaign.

Background

Achmea was established over 200 years ago when 39 Dutch farmers put money into a glass jar to be compensated in the event one of them had a haystack fire. This mutual approach to farm insurance remains alive and well in Achmea Australia today.

The Opportunity

C7EVEN has been working with Achmea for five years providing a range of services including creative branding and design, media strategy planning and management, PR and content marketing. In 2019, Achmea engaged C7EVEN to help build a targeted campaign that would increase overall awareness and recognition for their brand and the farm insurance services they provide. With the primary audience identified as farmers aged between 25 – 54 located in Western Australia & Victoria, C7EVEN developed targeted above-the-line campaign.

Our Solution

The brand campaign set out to tell this unique story by putting Achmea’s 200 year old glass jar into the hands of today’s farmers. The glass jar became synonymous with Achmea Australia as a symbol of their dedication to mutual partnerships built on trust and transparency.

This four-month campaign included both print and TVC advertisements, focused on the markets of Victoria, and Western Australia.The campaign commenced mid-April 2019 and concluded in July 2019.

Campaign Objectives were as follows:

  • Maximise brand penetration reach and frequency in VIC & WA
  • Constantly remind audience of Achmea Australia story & USP’s
  • Drive enquiries and leads from farmers in VIC & WA
  • Accelerate brand awareness, profile and recognition in the VIC and WA markets

Campaign Achievements

Print readership

TV audience reach

TV reach 7+ frequency

Campaign Highlights

A pre and post campaign brand awareness survey has shown that both unprompted and prompted awareness has increased significantly post campaign.

Victoria

  • 250% increase in unprompted awareness
  • 194% increase in prompted awareness.

Western Australia

  • 267% increase in unprompted awareness
  • 152% increase in prompted awareness.

The campaign also generated 130 new leads during the campaign period.

Get in Touch

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