150 million?!
Refund Campaign for Länsförsäkringar Göinge-Kristianstad
The assignment
Film
Campaign
Concept
Media
150 million reasons to opt for customer ownership
When Länsförsäkringar Göinge-Kristianstad, a part of the nationwide Länsförsäkringar insurance and banking group, were about to return their largest-ever surplus to customers, they wanted to do it with warmth, humour, and a customer-first mindset – while reaching as many people as possible across Skåne.
We developed a campaign that delivered far beyond expectations.
When Länsförsäkringar Göinge-Kristianstad performs strongly, surplus funds are generated – funds that are returned to customers in the form of a dividend. This is one of the key benefits of being part of a customer-owned company.
In 2024, the company was able to distribute its largest dividend to date – 150 million Swedish Kronor, shared among all the company’s property insurance customers.
Byn had previously developed the brand concept ‘For life in our part of Skåne’ for LF Göinge-Kristianstad. By combining this with Länsförsäkringar AB’s nationwide brand manifesto, and adding a dividend-centric twist, we crafted a concept that encapsulated warmth, humour, customer focus, beautiful local settings, and a clear connection to existing communications. All unified by a symbol conveying the message ‘150 million to our part of Skåne’.
To build trust and connection with their customer base, LF Göinge-Kristianstad took part in a series of community events across the Skåne region during the summer and autumn. These included the Kivik Apple Market, city festivals in Kristianstad and Hässleholm, and several other local gatherings. The events gave customers a chance to meet Gustav Ovland and participate in various enjoyable and meaningful activities hosted by LF Göinge-Kristianstad.
Byn managed all promotional activities associated with these events.
The results were truly exceptional.
Return on Ad Spend (ROAS): 8 SEK
Return on Investment (ROI): 2 SEK
Brand Tracking (survey of 800 respondents) pre- and post-cashback campaign:
Awareness of LF Göinge-Kristianstad’s cashback programme: 61% (up from 54%) Awareness of LF Göinge-Kristianstad’s cashback programme (LF customers): 94% (up from 79%) Perceived importance of the cashback programme: 50% (up from 46%) Perceived importance of the cashback programme (LF customers): 62% (up from 53%)
In summary: a campaign that achieved significant reach and impact, demonstrably reinforcing the value proposition of membership within a customer-owned insurance company.
In addition to the events, the campaign included a range of supplementary media. These encompassed social media ads, print and digital advertisements in the local press, banners, native content, billboards, and bus wraps.