Situation:

Despite the Covid-19 pandemic, this year's holidays are a time to get together with loved ones. This means prime time for burglars, who almost have a break-in free pass with these empty, dark and quiet houses: the chances of burglary during the holidays are between 80 and 90 percent higher than on a regular day.

Brief:

Position Aegon as the insurer that thinks ahead with smart solutions to prevent burglary.

Objectives:

1. Awareness for increased risk of burglary around the holidays and the importance of taking prevention measures.

2. Awareness of Aegon as the insurer that thinks ahead with smart solutions to prevent burglary.

Target audience:

Target audiences were existing and potential Aegon customers who will spend the holidays away from their homes. A broad audience of men and women between 25-65 years old.

Media planning & approach:

To reach such a broad audience and bring a disruptive tool under the attention of as many people as possible we build an integrated media plan:

Earned media: PR-offensive for broad reach and in dept content.

Paid media: digital radio for broad reach and Facebook and Instagram to tease and engage our audience.

Owned media: eDM to reach existing and potential clients via our sales force and stimulate traffic to our campaign website for more information.

Implementation & timeline

The Silent Night Guard podcast was launched on Spotify on December 21st 2021. To kick-off the campaign we started with a diligent PR-offensive. We supported the PR-efforts with a (paid) digital radio spot ‘30. And we brought The Silent Night Guard under the attention of existing and potential customers trought eDM’s, via our sales force, ‘financial advisors'. We extended the campaign with different social media posts around personal stories and how-to-articles on Facebook and Instagram. It all came together on the campaign website. Where people find out more tips and tricks to prevent their homes against burglary. The campaign ended directly after December 31, New Year's Eve.

The results were impressive. Through combined use of (audio) media we managed a potential reach of 25 million and 844.000 on social. The PR offensive was also highly efficient. The Night Guard featured on 16 radio stations, 25 different (online) publications and sparked conversation in the four biggest talk shows because of its relevance for the time of year.

Through the exposure in media, we managed to raise awareness about the risk of burglary during the holidays and position Aegon as the insurer that thinks ahead with smart solutions. Total PR value was €300K, with an ROI of €75,-.

Furthermore, police reports showed that there were 21% less burglaries in the month of December than the same month the year before.