At the beginning of 2021, ERGO Versicherung entered the health insurance segment in Austria and launched two innovative products, notably the country’s first stand-alone dental insurance. Over several months, we actively supported the company with PR work to generate editorial media coverage of the product launch as well as of the insurer’s other priorities and future plans.
Client
ERGO Versicherung AG Österreich
Location
Vienna, Austria
Industry
Insurance
Target audience
B2C
Services
- Content strategy
- Events
- Branding & positioning
- Public relations (PR)
- Copywriting
Geographic scope
International
Period
Jan 2021 – June 2021
Overview
Challenge
Our client’s goal was to be represented in as many mass-market media as possible at launch and to get the new offering in front of as many people as possible through the media. The challenge was above all that, while the product is unique in this form, it is also a niche offering, and our client was entering uncharted territory in this segment in Austria. In addition, it had to be assumed at the outset that many journalists at mass-market media would find the product launch of an insurer too promotional to justify editorial coverage.
Solution
The first steps included strategic advice for our client on content and recommendations on suitable PR measures. The organisation and intensive follow-up of a press conference (a hybrid event) at which the product launch and the insurer’s entry into a new segment were presented and explained (including the drafting and distribution of an accompanying press release) led to a large number of editorial reports, including in major general-interest media. In a second step, as part of an editorial tour, we organised several individual interview appointments with relevant media representatives for the Management Board. We first developed strategically suitable topic proposals for the conversations, then matched them against the journalists’ interests and selected them in a targeted way for each outlet.
Impact
Our PR activities – the press conference, the launch press release and the editorial tour – each with accompanying media lobbying, led to a total of 30 editorial reports in Austrian print and online media. Highlight coverage included articles in several daily newspapers, namely Kurier, Der Standard, Tiroler Tageszeitung, Kleine Zeitung and Österreich. Articles also appeared on heute.at and in the business magazine Gewinn, among others. The ad value of all editorial articles published as a result of our work amounted to more than €145,000. Potentially, more than 6.6 million readers in Austria were reached.