Trygg-Hansa is a large insurance company in Sweden. Since 1954, Trygg-Hansa has created an infrastructure of 80 000 lifebuoys all over Sweden. An initiative that saved many lives over the years. Every year, 14 people in Sweden are safely rescued with Trygg-Hansa's lifebuoys.
In order to remind the public about the importance of lifebuoys, and get people to act in case of an emergency, we re-named a number of lifebuoys after the people who've saved others from drowning and told their story.
We increased awareness and liking of the brand (69%), but also consideration (10%) and even the conversion rate (6,5%) even though the campaign purpose was mainly branding. The public response was unequivocally positive.
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