Mindshare Poland has won gold and bronze Effies in the ‘launch’ and ‘insurance and investments”’ categories at the 2012 Polish Effie Awards. The agency was awarded gold for promotional activities related to the launch of weekly magazine Uważam Rze. The bronze statuette was awarded for the campaign organized for insurance brand MetLife Amplico.
Uważam Rze - Inaczej pisane
The goal of the campaign was to introduce a new weekly magazine to a market dominated by strong brands. Most analysts thought the new magazine would have to attract customers from other journals in order to survive. The average sales for the first 6 issues of Uważam Rze were estimated at 50, 000 copies per issue. We helped to sell 123,500 copies, beating the assumed plan by 147%. At the end of February 2011, after one month in the market Uważam Rze was one of the top three most popular weekly magazines in Poland.
MetLife Amplico - Dla nas żadna ludzka sprawa nie jest mała
The goal of the campaign was to create awareness for the insurance brand MetLife Amplico in order to compete with strong players operating in the local market, such as PZU, Aviva or ING. An analysis of the deciding factors taken into consideration when choosing an insurance company, showed that customers value two things most: the appropriate customer service and business integrity. In order to build credibility of the company, the campaign used true stories, inspired by letters written by MetLife Amplico customers during 20 years of its presence in Poland. This strategy engaged the target group around the idea of the brand and helped to deliver a more relevant and emotionally moving message. As a result of the campaign the brand recognition increased from 3% in 2010 to 39% in 2011 (data by TNS). In addition, MetLife Amplico increased its revenue from insurance premiums by 13% in 2011, compared to 2010.
Adrian Kawecki, CEO, Mindshare Poland said: “This success in the 2012 Polish Effie Awards is a clear sign that our team effectively plans and implements marketing strategies for clients operating in sectors particularly affected by the financial crisis, even in competitive sectors. We are delighted that the jury appreciated the campaign, which used the innovative approach, expertise and experience of Mindshare Poland”