Insurance. Not exactly a sexy product. Yet, as a direct insurer, we reach more than 1.2 million people in Belgium. That’s right, that dot on the map with 11.5 million
inhabitants. How?
We brought our baseline “we’re here for you” to life through our #FailBetter campaign with a main focus on young people. The campaign emphasized the importance of making mistakes, because the most epic victories often start with an oops moment.
Through this campaign we launched the Hotel Mama sponsoring activation at the Pukkelpop festival site. With Pukkelpop being the only Belgian Festival offering a broad range of music with a main focus on young people, this choice was a no brainer. To kick-start this activation we launched a giveaway in collaboration with famous Belgian DJ and influencer Michael Amani, where contestants could win Pukkelpop tickets.
Hotel mama, a home away from home run by real moms and dads, located in the middle of the Pukkelpop site. A place where visitors can exchange their dirty laundry for a one of a kind t-shirt designed by famous Belgian cartoonist Nietnulaura. A place where they can enjoy a VIP treatment, drop by to re-apply sunscreen and so much more. We provided the on-site WIFI as well, so no stories were left untold.
All of this aligns with our mission, vision and values as an insurance group. Because we are 100% human. And just like that we’re creating a warm Ethias community. And we’re immensely proud of that!
