Länsförsäkringar has 4 million customers and want to become the largest player in the Swedish market, be liked and appreciated by all. That in itself is a huge communication challenge. Add the fact that Länsförsäkringar is 23 independent companies with their own agendas and challenges. Add the fact that the target group is the most general you can have in Sweden; rural to urban, old to young, women and men. Länsförsäkringar wants to be contemporary and relevant, to touch deeply and to be liked by all.
In this campaign we chose to leave products and services behind and went all-in on emotion. Our only KPI for our work became goose bumps.
