Link4 was the first company to enter the Polish market with cheap direct car insurances sold over the phone. The key to Link4’s success was the low price which they could offer because they don’t pay any agents’ fees. Now the competition is much bigger as other direct insurance companies appeared, including: Axa, Liberty Direct, CU Direct mDirect and Allianz Direct. Link4 was always employing the DRA campaign model – 90% of ATL budget invested in TV, very short TVC (15″, 10″, even 5″), planned randomly throught a day, no focus on Prime Time to achieve the best cost-effectiveness. As for the creative part, the spots were always very simple price-oriented animations with a strong call-to-action closure displaying the Toll-Free Line. Link4 has naver made a single image campaign… not until Fall 2008 and the sentimentally bitter Last Sunday campaign.
The campaign started with the above spot showing the weeping insurance agents after their beloved clients suddenly dumped them. The song in the spot is a Polish evergreen tango from 1936 called “To ostatnia niedziela” [It’s The Last Sunday] sung by Mieczysław Fogg. The lyrics present in the spot are: It’s the last Sunday / Today we’ll part / Today we’ll go separate ways / Forever and ever. The Voice-Over comments: Insurance agents all over Poland are suffering severly because 300 000 drivers abandoned them to join Link4. It might be worthwhile to say good-bye to your agent and quit paying his fees.
Don't be fooled by their tears! Insurance agents will surely try to stop you from leaving them. But remember that it's not a coincidence that 300 000 people have already switched to Link4.
The second spot of the campaign shows the crucial and emotionally most difficult moment of informing the agent that it’s over – there’s a series of “good-bye” scenes in which the clients tell their agents how much they like them personally, but can no longer stand their high fees. In the end of each scene the client tell his agent to stay friends – “Let’s become friends now!”. The voice-over sums it up: Over 300 000 drivers abandoned their agents for Link4. Now the drivers have a much cheaper car insurance, and the Agents have a lot of new friends at Link4.
Of course, as you may imagine, this campaign created a lot of buzz among the insurance agents themselves – they felt very offended and sued Link4 demanding financial penalty and that the court holds back this campaign.
- Dear Insurance Agents, you have a lot of friends at Link4
The campaign was created by Euro RSCG Warsaw (first TVC) and Change Communications (second TVC) . The media-planning & buying was provided by MediaCom.