Hamburg, September 2019 – After a multistage pitch with subsequent market research, ADAC (the German Automobile Club – well-known for providing roadside assistance similar to AAA in the USA and AA in the UK) commissioned Hamburg agency TRACK to develop a communication concept for its entire portfolio of insurances. TRACK’s main task is to increase public awareness about ADAC’s offerings while supporting sales.
ADAC enjoys a high level of trust among Germans. The automobile club’s insurance companies associated with mobility benefit from this. However, the other offerings such as health, long-term care, personal liability, and travel health insurance are hardly known.
The communication package created by TRACK focuses on the insured person and their needs. The campaign’s designs underline the fact that ADAC always offers the right insurance solution for the many small and large problems in everyday life, thus conveying trust and relevance. In the insurance sector, people always want to make the “right” decision.
“The proximity to the positively regarded umbrella brand ADAC is on one hand an absolute competitive advantage in the market. On the other, the particular challenge was positioning this well-known brand in the insurance market beyond the automobile,” explains Dr. Malte Lenze, Chief Strategy Officer at TRACK.
“Even when insurance claims are discussed, the tone remains optimistic. The attitude is helpful and forward-looking, without resorting to scaremongering,” adds CCO Campaign Britta Poetzsch, whose team developed the presentation. The designs are to be used in print media and branch offices as well as online banners.