Since Velliv and Kunde & Co started working together on strengthening the qualitative awareness of Velliv, the results have grown to match that of its biggest competitors in the key target audience. Velliv has also been named Commercial Pension Company of the Year for four years out of the past five. And finally, the brand has taken ownership of the most important value driver within pension; ‘personal advicory’.
After having built a solid foundation, competition within the market intensified, which meant Velliv needed to add a new dimension to its brand. The task was to balance the more emotional approach and tone of voice that had characterised Velliv’s previous campaigns with a more solution-driven focus, without affecting its differentiated market position.
The final creative result is very much a metaphor for Velliv’s core philosophy: Velliv’s customers are put in the driver’s seat as part of a concept centred around the rhetorical question What if…?.
Velliv is owned by its customers and offers some solutions other pension companies can’t. It’s in Velliv’s nature to question industry standards and find new solutions – so it made sense that this key differentiator should be mirrored in the new campaign and messaging. In search of the right balance between emotional and rational messaging, a thorough internal process was carried out involving several of the organisation’s key stakeholders.
To improve qualified awareness in the target group, the synergy between campaign messaging and media choice was important. Results from previous campaigns proved that the presence across various digital channels helped spread the message widely and increased awareness of Velliv among the audience. In this year’s campaign, the goal was to get the message out effectively with an integrated media mix across many different channels, ensuring high frequency and coverage in the target group.
