In order to retain existing customers’ loyalty and attract new customers, Kunde & Co was tasked with developing a concept, media strategy and awareness campaign.
A clear position for the competent pension company with a human approach
With more than 350,000 customers, Velliv is Denmark's third largest commercial pension company. In 2018, the association behind it bought the majority of shares from Nordea Life Holding AB and changed the name to Velliv that October.
The goal of the project was clear from the beginning. Velliv wanted to establish trust in their product offering and be perceived as a helpful pension company. Additionally, they wanted to stand apart from competitors by positioning the company as customer-owned. All that remained now was the question of how to make that happen.
A number of hypotheses were developed in order to identify the right solution to fulfil Velliv’s goals. Test elements included concepts, communication and key messages. These were tested on more than 1,100 respondents. The result was clear – new communication should focus on noticeable results, competent advice, decency and a humane approach.
With the test results in, work began on developing a core story and communication concept to complement the pay-off, 'More out of life'. Through this phrase, Velliv projects an ideal balance of sound economics and caring touch, realising its ambition to be perceived as a pension company with a more human approach.
-Lotte Bork Ferraro, Head of Marketing & Customer Experience at Velliv
A new campaign concept, ‘The value of good advice’ was developed to help cement the new position. It highlights Velliv’s focus on offering competent pension advice through personal Velliv advisors. For Velliv to pursue the goal of ‘trusted pension partner’, it was crucial that the first campaign communicated tangible deliverables.
The campaign targets professional decision-makers and is built around media with the highest reach for this particular target group. This included TV spots on both TV2News and TV2, ads in the newspapers Børsen and Finans both on- and offline, and LinkedIn ads.
- Concept development
- Concept test
- Communication- and positioning concept
- Go-to-market strategy
- Print ads
- Social content