Centraal Beheer Achmea is a large Dutch insurance company providing products in the area of fringe benefits. Unfortunately, this is still not well-known in the business world. This is why we let the insurer act as the provider of fringe benefits. Therefore we want to get in touch with employers and show that Centraal Beheer Achmea has a great deal of knowledge in this area. Ultimately we must: 1) Generate a minimum of 7,500 qualitative leads for the products to do with fringe benefits;2) Ensure that more than 100 talks with accounts managers are applied for.

In order to stimulate attention and interaction, we pointed out an actual and relevant theme: the Dutch labour shortage. Employers seek both financial and alternative fringe benefits in order to recruit and to keep employees. Soft elements (such as a good atmosphere) are extremely important in order to foster commitment and to keep employees. We therefore offered employers a solution through the book ‘Guide to labour participation: Answers to the labour shortage’. With all the practical tips from this book they could change the climate on their work floor and keep staff. Therefore we introduced the phenomenon of Corporate Warming.

The climate on the work floor has certainly changed, improved even! Approximately 15,000 books and almost 200 talks were applied for: a response of 35% and a conversion of 1.2%. Many parties also asked the insurer to be a speaker at congresses and everything from a P&O trade fair to a breakfast meeting for a large employment agency. In addition, students benefited from the book when writing their dissertations. Thanks to the popularity of Corporate Warming, the theme has taken on strategic forms for the insurer. Therefore they intend to continue this campaign in the future.