Post by account_disabled on Jan 9, 2024 5:27:00 GMT 1
Times have changed, and companies must adapt to new consumer needs. Aware of this, in Zurich they have stopped to listen to consumers, who increasingly demand newer and more personalized solutions. To respond to them, the company has launched Klinc, a new insurance model that seeks to transform the insurance business towards a more disruptive and 100% digital model. To learn more about the launch of Klinc , what the keys to its communication are and what objectives Zurich intends to achieve with this new service, at MarketingDirecto.com we spoke with Raúl Casado , Marketing Director of Zurich Klinc. What is the distinctive value proposition that Klinc is bringing to the existing offering in insurance marketing? We are the first insurance brand to offer a complete protection ecosystem aimed at meeting all the needs of our clients. Insurance is no longer a passive commodity. The millennial public demands new and customizable solutions .
Klinc empowers these users with a fully digital end-to-end and features such as on-demand insurance, which they can activate and deactivate whenever they want. On the other hand, we are expanding the traditional Email Data concept of insurance and evolving towards a concept of protection. LiveWell, for example, is its own prevention and well-being application that accompanies our life insurance policies. We not only act when the insured is missing, but we provide them with tools to make their life and that of their loved ones healthier and happier. What is the result? Are you reaching your business objectives? The result is really good, with constant double-digit growth and tens of thousands of policies issued. It must be recognized that the current situation, with Covid and signs of economic slowdown, is not the best from a business point of view; But thanks to our marketing campaigns, both digital and TV, we are showing that we have a good mix of channels that combined awareness and conversion strategies allow us to continue growing in this very complicated time.
And most importantly, helping our customers in these complex times with online medical consultation services and home pick-up and delivery of broken devices, for example. What type of users are you targeting? What consumer habits are changing and what is the opportunity that Klinc wants to capitalize on? We target the millennial audience, although not exclusively. We can affirm that to a type of public that demands control over their insurance, as well as innovative value-added services. Through our app, for example, the user can contract, manage, cancel and even customize their protection ecosystem with new coverage. Music, cinema, health and even education today are presented under an on-demand and customizable paradigm. Why not insurance? Klinc wants to capitalize on the exciting opportunity to bring insurance to a disruptive and 100% digital scheme. What are the communication keys that an advertiser looking for responsive results should activate in the current context? I think the best idea, at this point, is to listen to the public a lot before launching a campaign.
Klinc empowers these users with a fully digital end-to-end and features such as on-demand insurance, which they can activate and deactivate whenever they want. On the other hand, we are expanding the traditional Email Data concept of insurance and evolving towards a concept of protection. LiveWell, for example, is its own prevention and well-being application that accompanies our life insurance policies. We not only act when the insured is missing, but we provide them with tools to make their life and that of their loved ones healthier and happier. What is the result? Are you reaching your business objectives? The result is really good, with constant double-digit growth and tens of thousands of policies issued. It must be recognized that the current situation, with Covid and signs of economic slowdown, is not the best from a business point of view; But thanks to our marketing campaigns, both digital and TV, we are showing that we have a good mix of channels that combined awareness and conversion strategies allow us to continue growing in this very complicated time.
And most importantly, helping our customers in these complex times with online medical consultation services and home pick-up and delivery of broken devices, for example. What type of users are you targeting? What consumer habits are changing and what is the opportunity that Klinc wants to capitalize on? We target the millennial audience, although not exclusively. We can affirm that to a type of public that demands control over their insurance, as well as innovative value-added services. Through our app, for example, the user can contract, manage, cancel and even customize their protection ecosystem with new coverage. Music, cinema, health and even education today are presented under an on-demand and customizable paradigm. Why not insurance? Klinc wants to capitalize on the exciting opportunity to bring insurance to a disruptive and 100% digital scheme. What are the communication keys that an advertiser looking for responsive results should activate in the current context? I think the best idea, at this point, is to listen to the public a lot before launching a campaign.