Prevention is important – at every stage of life. How do you excite people about a service that only takes effect in the future? R+V Insurance is taking new paths in digital communication. The sales campaign by R+V Insurance with denkwerk shows how to bring prevention closer to a young target group – with clear messages for every audience.
Why now? Rethink prevention
Most people know that prevention is important. Nevertheless, many put off the topic. Especially younger people often perceive insurance as abstract or limiting. This is exactly where the new campaign comes in. denkwerk developed the digital strategy for R+V. The goal: to reach younger individuals with this topic. In short, this means increasing relevance and boosting conversion.
Strategy Meets Implementation
denkwerk strategically translated the claim “You are not alone” to the service level. The campaign demonstrates: R+V offers flexible prevention options that pay off not just later, but already today.
The three product focuses:
Occupational disability insurance
R+V Savings Combo Safe+Smart
Children's accident insurance
Each service is tailored for the specific target group. No generic communication, but precise messages for different life situations.
Message-Cascading: the Right Message at the Right Time
The heart of the campaign is a well-thought-out message cascading along the entire customer journey. From the first awareness to the appointment scheduling – each funnel stage receives its appropriate communication.
“The campaign strategically highlights the strengths of the individual R+V products. With the strategic cascading of messages, we have developed differentiated communication for each stage of the funnel. This is the key to significantly increasing both awareness and conversion.”
Matthias Niedermaier, Lead Strategist at denkwerk.
Creative and Strong in Conversion: the Implementation
denkwerk is responsible not only for the strategy but also for the creative implementation. The guideline: short, concise messages. No text deserts, but focused communication.
The digital touchpoints
Conversion-optimized landing pages for each service ( https://bu.ruv.de, safesmart.ruv.de, safe-smart.ruv.de, kinderunfall.ruv.de)
Target group-specific YouTube videos
Seamlessly integrated customer journey
One example: The landing page safesmart.ruv.de specifically targets young people who want to get started. The communication is direct, and the navigation is intuitive. The goal: to go from information to appointment scheduling in as few steps as possible.
Testing and optimization: data-driven to success
The campaign runs until the end of 2025. In an initial testing phase, denkwerk analyzed the performance data. Which messages work best? Where is there potential for optimization?
The most effective messages have been sharpened, and the campaign continuously improved. More advertising materials will be added by the end of the year.
Proven Partnership: Expertise in The Financial Sector
With R+V, denkwerk expands its portfolio within the Cooperative Financial Group Volksbanken Raiffeisenbanken. In addition to the long-term collaboration with TeamBank, we are already working with Union Investment and the Berliner Volksbank.
The successful TeamBank partnership was crucial for the contact with R+V. A testament to denkwerk's expertise in the digital transformation of financial service providers.
Conclusion: Prevention Becomes Tangible
The R+V campaign demonstrates how digital communication works today. Not with general promises, but with targeted messages for specific life situations. Full-funnel thinking meets creative implementation.
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