Coalition pour la promotion des professions en assurance de dommages
10-4 for 16-25
16 to 25 year olds are targets that aren’t that easy to impress. To bring their attention to the numerous career opportunities offered by the damage insurance sector, Braque developed a campaign that combined strategic creative with a multiplatform media buy.
Interested in a career in damage insurance?
As a client of Braque since 2011, the Coalition’s main mission is to highlight the diverse range of positions in damage insurance. One of their objectives is to encourage specific audiences to consider a career in this industry, notably students between 16 and 25. Damage insurance is a dynamic industry offering numerous benefits to its work force.
Unfortunately, the perception associated with this profession is often negative and schools don’t produce enough graduates to fill the number of positions available. Therefore, Braque was enlisted to help the Coalition in their mission and develop a communication strategy adapted to the realities of a target market with a critical eye.
The answer is in the message
Braque developed a campaign centred on the numerous advantages that come with a career in damage insurance. The campaign rolled out in the fall of 2012 with the goal of increasing awareness for this industry and encouraging people to register for the various school programs in damage insurance.
Creative that knocks your socks off
The creative strategy focused on highlighting the advantages of numerous positions by using a realistic tone that purposely avoided making big promises. We know this target is particularly adept at smelling bullshit. By using a opposition game, three important benefits were put in the spotlight:
- Flexible hours and the luxury of working from home
- The desire to help and feel useful
- Great salary
Web: must have
A complete overhaul of the prosdelassurance.ca website was carried out to ensure that the user experience went hand-in-hand with the campaign.
Hitting the target
Finally, the media strategy was concentrated online, and supported by posters in the Montreal metro, cegeps, and restaurants/bars – all of which proved to be a great way to reach 16 to 25 year olds.
A winning strategy
Our strategy achieved its objectives and obtained better than expected results, prompting the Coalition to renew the campaign three times. By offering existing communication tools based on continuity, Braque was able to measure the performance of these campaigns and most importantly, exceed client expectations.
Chambre de l'assurance de dommages
28% more first-time visitors
The Chambre de l’assurance de dommages has a global outreach mission and must make the most of every opportunity. By creating smart tools that motivate the target to take action, Braque was able to meet the challenges of their client.