“Time for something else” – new ERGO campaign uses disruptive adverts to spotlight motor insurance

This is the message of the insurer’s current cross-media advertising campaign, which launches on television now and will run until 30 November 2019. The online and social media campaigns go live concurrently. The television adverts will be flanked by Facebook ads, online banners, email campaigns, offline campaigns at the point of sale and as part of the DFB Pokal tournament, as well as an accompanying influencer campaign.

The campaign for the motor insurance tariffs is the third under ERGO’s new brand positioning and it harnesses the power of contrasts. In the three new adverts, the protagonists are shown supremely relaxed, whiling away time with trivial pastimes, such as “finger football”; this contrasts starkly with the shock of a car accident – which usually causes distress followed by a lot of hassle. ERGO customers, on the other hand, have “time for something else” – even for doing absolutely nothing at all. There’s an easy explanation for this: after a traffic accident, ERGO customers can report their claim online around the clock, and if repairs are needed, the workshop service includes a free collection and return service and a replacement vehicle.

“With its simplicity and sense of serenity, the film series with three different adverts acts as a disrupter in the commercial slots – which will ensure that it stands out in the highly competitive campaign period”, says Stefan Fischer, Head of Strategic Marketing & Customer Communications at ERGO Group AG. “To flank the campaign we have chosen to bring in influencers, who can credibly and authentically carry our message into their communities: “Claims and insurance do not have to be a pain: ERGO has got your back!”

Lead agency Jung von Matt/SAGA is responsible for creation; media planning is being handled by Carat and Performance Media.