Sei kein Paul! Arbeitskraftabsicherung Unfallversicherung
Winner
Excellence in Brand Strategy and Creation
Brand Communication – 360° Campaign
Details
Don’t be like Paul – the unconventional sales campaign. Stuttgarter Versicherung and birkenbeul launch a humorous campaign to raise awareness among young people about income protection. At its core is an explainer video featuring Paul – just like the target audience, he has no clue what life can bring or the financial consequences that come with it. Additionally, a landing page offers intermediaries a free sales package with presentations, social media posts, and email templates. This makes the topic engaging and easy to understand for sales communication.
The Jury‘s Statement
With its campaign "Don't be Paul" ("Sei kein Paul"), Stuttgarter Versicherung demonstrates impressively how a complex topic like income protection can be presented in a humorous and accessible way. The explainer video featuring the character Paul effectively and entertainingly engages the young target audience without relying on clichés or fear-driven scenarios. Supported by a tailored multi-channel strategy that actively involves intermediaries, the result is consistent and impactful communication that remains memorable and clearly differentiates the brand.
