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Campaign for children long term savings "Mum, I have a plan"
Category: Consumer Relations
Agnese Strazda
AS "SEB banka”, Head of Communications
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Here is the story of a 25 lucky kids and a PR campaign
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SEB life insurance had
market share in life insurance market
Only
of parents knew that our insurance has a
special saving offer for their children
%
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A summer camp
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25% discount for Riga ZOO family ticket
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Our goal of the PR part of the campaign was to increase the awareness of savings for children
by using different PR tools
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We launch our campaign one month before summer holidays
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143 schools * 30 days
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Puzzle and survey in draugiem.lv
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We invited children form SOS Children Villages to visit ZOO
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Exhibition “The world of Child 2009”
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TV, internet site and their e-journal
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As the 1st of June is the International Children day, radio SWH program was managed by
children of different ages
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Results
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134 000 lats as a sign premiums were added to the portfolio
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More then 840 000 people were addressed
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With a 28% market share parents preferred SEB in 1.st place for their
kids after the campaign
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