R+V – Mitglieder- und Cashback-Kampagne
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Point of Sale
Details
At R+V Versicherung, we aim to counteract membership decline with our membership campaign at the point of sale in Volksbanken Raiffeisenbanken and make membership particularly attractive for their young customers. Through a POS concept featuring clear messages, appealing advertising materials, and emotional experiences, we create awareness and motivate banks to implement the campaign regionally. This promotes member recruitment and strengthens member loyalty. Highlights include our unique initiative, the annual Cashback Day, and our charming campaign ambassador, Enie van de Meiklokjes.
The Jury‘s Statement
R+V Versicherung impressively demonstrates how strategically devised communication at the point of sale can be impactful with its members and cashback campaign. Featuring the charming ambassador Enie van de Meiklokjes and a clear focus on benefits such as the Cashback Day, it successfully connects with target audiences emotionally and fosters lasting loyalty. The aesthetically and consistently executed measures create an identity-building link between the cooperative banks, their members, and R+V Versicherung.
