Codan and DaneAge - A pause for thought

With A Pause for Thought, DaneAge involves a younger target group of potential members online

The challenge
Create recognition of DaneAge’s relevance among 50-65 year-olds DaneAge wanted to communicate with this target group because many of their causes are relevant already before retirement age, ex. what they’re doing now to ensure a satisfying senior work life. Another campaign goal was to gather the target group’s experiences with online media and Internet-based dialogue. Previously, the primary involvement and recruitment method was DaneAge’s lottery and classic DM activities.

Introduce Codan as a sponsor and partner of DaneAge
Codan works together with DaneAge and offers DaneAge members a rebate on insurance tailor-made for customers over 50. A campaign goal has been to make this collaboration more visible, as well as Codan’s socially conscious profile and the economic savings one can get by referring to one’s DaneAge membership when buying insurance with Codan. For those who have been more ready to talk insurance, the goal was to create a lead to Codan’s customer service center.

Goals by number:

• 20,000 involved in the campaign
• 2,400 permissions for ongoing dialogue

The strategy
A Pause for Thought offers a refuge for reflection
Taking a pause for thought creates a free space, where there’s time and calm enough to be asked about personal topics. This also gives participants a feeling of being taken seriously, and it gives us the chance to get back to them with our main message: that DaneAge is a relevant player if you believe that age is a serious topic and should be treated as such – in the job market, the health care system and other parts of our society where age discrimination takes place.

Strong phrases generate attention
We chose to involve with phrases that led thoughts toward circumstances one risked experiencing as an elder, ex. age discrimination in the workplace, inadequate care, etc. Our target group became affected and followed the challenge to give an opinion. With a relevant comment to the problem in question, we invite the recipient to take A Pause for Thought – a universe where the individual has the chance to consider his/her situation and opinions of “getting older” while we present DaneAge’s causes.

Feedback
After answering, the participant receives web feedback with merged information: feedback to those who are already DaneAge members focuses on the member advantages that Codan offers, while non-members primarily receive feedback that illustrates DaneAge’s relevance for him/her in particular.

Results

• Approx. 20,000 were involved in the campaign – or 100% of the goal
• 70% of the participants were in the target group – i.e. between 40 and 69 years old
• Approx. 3,000 gave permission for ongoing dialogue – 125% of the goal
• Approx. 70% of emails sent were opened
• The Codan cooperation was presented to 7,000 participants of A Pause for Thought. And those with high readiness and desire to talk insurance were sent on as leads to Codan
• As well, the campaign generated 350 new members for DaneAge, who primarily signed up online