If you bump into Dieter Bohlen, you’d better be insured by experts
Scholz & Friends Hamburg is launching a campaign for VHV Versicherungen, featuring a colossus of pop music in an unaccustomed role: Dieter Bohlen gets knocked out
Scholz & Friends Hamburg
5/25/2009, Hamburg - It’s good to be insured. But it’s better to be insured by experts. That’s the central message of the new orchestrated advertising campaign for insurance company VHV Versicherungen. Developed by Scholz & Friends Hamburg, this new brand presentation revolves around Dieter Bohlen. But this time, instead of strafing all and sundry with his customary ruthless critiques, the pop titan himself takes some quite heavy stick in the new VHV Versicherungen campaign.
The TV ad sees Dieter Bohlen accidentally receiving a nasty blow from a plank wielded by a clumsy individual. Bohlen goes down, quite literally knocked sideways. Needless to say, it’s better to be insured by experts when this kind of disaster strikes. The scene has already been circulating anonymously on the internet as a teaser for a few days, and the full-length ad is launched today on all Germany’s high-profile TV stations. The campaign, which features the slogan “Besser von Experten versichert” (“It’s better to be insured by experts”), is also being orchestrated throughout the relevant communication channels. Methods being used include print ads in daily newspapers, online advertising measures (banners, a microsite) and dialogue media (mail-outs to existing and potential customers).
“We are not using Dieter Bohlen as a classic testimonial for our brand,” explains Dr. Per-Johan Horgby, Head of Corporate Strategy and Marketing for the VHV Group, Hanover. “Rather, he conveys our message in an indirect manner. As the victim of an accident, he is the injured party in our campaign and therefore represents a complex, difficult claim; as such, the benefits of having a good, competent insurance company quickly become apparent to our customers, and in an appealing and striking way.”
Dieter Bohlen is in full agreement: “I’m used to working with professionals. So I also place my trust in experts when it comes to insurance.”
The campaign is launched at the end of May, dealing initially with VHV Personal Liability Insurance, and will continue through the year with communication measures covering other products from the VHV Versicherungen spectrum. The main focal point will be VHV Automobile Insurance – a field in which this Hanover-based company is already one of the largest insurance providers in today’s German market.
Client: VHV Versicherungen, Hanover
Head of Corporate Strategy and Marketing: Dr. Per-Johan Horgby
Corporate Strategy and Marketing: Elke Frerichmann
Agency: Scholz & Friends, Hamburg
Creation: Stefan Setzkorn, Matthias Schmidt, Jörg Sachtleben, Jens Agotz, Marcus Kubicke, Andreas Hilbig
Consulting: Roland Bös, Mareen Kopplin
Strategy: Holger Schneider, Susi Miller
Art Buying: Kerstin Mende, Nadine Passerini
Film, Radio and TV: Carolin Frontzek, Swenja Krosien
Producer: Tobias Schlünz
Agency: deepblue networks, Hamburg
Consulting: Tobias Flosdorf, Nele Werner, Ulla Wilms
Creation: Tobias Röttger
Film production: 539090, Hamburg
Director: Kaspar Wedendahl
Camera: Lasse Frank
Photographer: Wolfgang Wilde
Music: Soundscape / Hessel John Herder / Victor Vinvcent Davies
Media agency: Mindshare
Press contact:
Markus Mayr
tel +49-40/3 76 81-115
fax +49-40/3 76 81-320
pr@s-f.com
http://www.s-f.com