Case LähiTapiola’s startles concept: the number of users of the paperless service increased by 150 %
Dagmar creative team designed a concept that inspired LähiTapiola’s customers to choose ease and order in life in the form of paperless services and e-invoices.
The lifelong security company LähiTapiola is an insurance company that provides both insurance and saving and investment services for yourself, your family and your company.
In the Startles concept, created by Dagmar’s content experts, LähiTapiola’s customers are awakened to the benefits of the paperless service. When a customer uses a paperless service and receives an e-invoice for their insurance, they will no longer receive paper insurance paper bundles and invoices by post.
What could be more convenient than having all your insurance papers clearly organized in one place – and digitally?
RELIEF AND CLARITY IN EVERYDAY LIFE
LähiTapiola faced the challenge of getting customers to transfer their insurance transactions online with regard to documents and invoices. LähiTapiola wanted to inspire its customers to choose a paperless service that saves the environment and simplifies document handling. In addition, customers were encouraged to order an e-invoice, which would make it easier to pay invoices.
THE CHALLENGE WAS THAT THE TERM ‘PAPERLESS SERVICE’ WAS DIFFICULT TO UNDERSTAND, WHICH IS WHY CUSTOMERS DID NOT KNOW HOW TO SWITCH TO ELECTRONIC SERVICES. LÄHITAPIOLA NEEDED MARKETING COMMUNICATIONS CLARIFYING THE TOPIC IN ORDER TO INCREASE THE UTILISATION RATE OF THE PAPERLESS SERVICE.
Veera Sydänmaanlakka, Creative Lead, DagmarRESEARCH BEHIND THE CONTENT CONCEPT
The basis of the project was qualitative and quantitative research produced by Dagmar. Based on the findings, the imagery barriers and goals of the paperless service were tackled with the help of an insightful content concept. The project included visual identity design, production of advertising materials, message tips and media design.
“The idea behind the concept is based on an easily recognisable and strong emotional reaction that each of us has experienced at some point. In the concept, this question is, of course, that you have your own insurance papers and the insurance is valid. Everyone can relate to this – for example, when going on a trip, it often startles: after all, your own and the whole family’s travel insurance was definitely valid. The advantage of digital services is that you can check the validity yourself immediately,” says Sydänmaanlakka.
Customer understanding was first produced qualitatively through in-depth interviews. The qualitative research phase ensured an in-depth understanding of the target group and the correct content of the quantitative phase. In the next research phase, qualitative findings were quantified and priorities were identified for development targets.
“In the study, we noticed that paperless or paper services are not principled choices or arouse strong emotions. The choice is more influenced by the customer’s skills and habits. If the expertise is sufficient and the service model works, there are very few obstacles to using the paperless service. In development, usability and ease of use are priorities. Insurance papers must be found simply and quickly, and paying bills must be straightforward. It would also be important to get new customers to take up the paperless service right from the start of the customer relationship,” says Dagmar’s Lead Strategist Anni Haavisto.
THE APPEALING COMMUNICATION METHOD INCREASED THE NUMBER OF USERS DRAMATICALLY
Compared to the comparison period last year, the use of the paperless service increased by almost 150 per cent as a result of the campaign.
LähiTapiola was also able to utilise the concept in in-house content production, which facilitated the design of message tips, harmonised the visual appearance and clarified the Group-level objectives for the introduction of paperless services and e-invoices.
THROUGH COOPERATION, WE WERE ABLE TO CREATE AN INSPIRING CONCEPT. WE COMBINED SERVICES AND INSURANCE, SO WE CAN USE THE CONCEPT FLEXIBLY IN THE FUTURE.
TOGETHER WITH DAGMAR’S EXPERTS, WE WERE ABLE TO FIND AN APPEALING COMMUNICATION METHOD THAT WOULD ALLOW US TO SUPPORT OUR CUSTOMERS’ TRANSITION TO ELECTRONIC SERVICES.
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