Tryg
About Tryg
The work made for Tryg runs to 14 verified projects since 2023 — mostly Strategy, Campaign and Marketing.
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Det ’Med Småt’ Gav Stor ROMI (The 'Fine Print' Delivered Great ROMI)
The campaign combined emotional branding with commercial objectives, achieving an exceptional ROMI (Return on Marketing Investment) of 8.7. It addressed an increasing churn trend in Tryg's direct business by highlighting "hidden gems" in insurance policies that customers often overlook. This approach created strong emotional hooks and engagement. Insights revealed that the primary target audience seeks security and is more likely to remain loyal when aware of the full benefits their insurance provides. The strategy connected Tryg's narrative of societal safety with specific products offering personal security. A new product platform was developed to present Tryg's insurance benefits in a way that emotionally resonated with Danish families. The campaign reduced churn, increased brand loyalty, and demonstrated how emotional branding can drive commercial success. Tryg has built its brand through emotional initiatives that emphasize how customers contribute to societal safety. However, over 50 new products launched in recent years were not effectively communicated alongside these values. In 2022, churn in the direct business rose significantly. To counter this, the campaign aimed to better communicate Tryg's offerings, retain customers, and drive cross-category sales by integrating the brand’s storytelling with its product offerings. The target audience included Danish families, who value quality and security over low-cost options. Insights revealed that this group prioritizes peace of mind and responds positively to information about benefits. They are reassured by effective insurance, allowing them to focus on other aspects of life. Frequent interactions with customers were also linked to higher satisfaction and loyalty. The campaign was designed to increase understanding of Tryg's offerings and demonstrate how its products meet families' needs. Research revealed that existing products could address everyday concerns by offering fast assistance, safety, and peace of mind. This inspired a product platform that highlighted lesser-known but impactful benefits, like psychological support for children or cleaning assistance during hospital stays. The product platform featured emotional storytelling supported by tactical messaging. It launched in mid-2023, initially promoting a medical hotline service during the summer travel season. Subsequent bursts focused on psychological and cleaning assistance, utilizing TV, cinema, and online channels. The strategy transitioned from a macro-level narrative of societal safety to a micro-level focus on personal benefits. Insights from policy reviews uncovered unique details, termed "hidden gems," that served as strong communication hooks. These details, coupled with learnings from previous emotional storytelling efforts, formed the basis for a distinct, product-focused narrative that complemented the broader family-centric brand story.