Towards a social goal for Ethias

Towards a social goal for Ethias

As a Belgian-born organisation, Ethias has become one of the country's biggest insurance companies. The company was founded in 1919 on a mutual philosophy and its public shareholders today include the Belgian State, and the Flemish and Walloon Regions.

Since its foundation, Ethias has shown a particular social commitment. This is demonstrated, for example, in the company’s human values (the ‘h’ in Ethias) and its personal approach.

Over the years, Ethias had already defined its business strategy, a mission and vision, along with its internal values as an organisation. However, Ethias still lacked a common and higher social goal: a brand purpose.

The journey

Think BBDO kicked off its collaboration with Ethias with an in-depth study of its history, culture and image, plus a competitive analysis of this insurance firm.

Next came a series of 28 in-depth interviews with various stakeholders in the community, in order to fully comprehend the Ethias DNA. Participants included members of Ethias’ board of directors and executive committee, journalists, customers, plus policymakers.

Strategic insight

The research and interviews conducted by Think BBDO revealed two important and strategic insights: Ethias stands out from competitors for its human approach and Belgian roots.

In various co-creation workshops with Ethias representatives, these insights were translated into a new social brand purpose: "Daring to be human together". This purpose was also elaborated in a one-page manifesto.

Think BBDO also developed a communication and launch plan for Ethias' new brand purpose. In 2021, the insurance company selected the cycling phenomenon Wout Van Aert as a brand ambassador and the embodiment of its new purpose. This resulted, in 2022, in a national marketing campaign, in collaboration with the agency Sirfish. Think BBDO was involved in the successful PR activity, which led to coverage of the campaign in Het Laatste Nieuws and Het Nieuwsblad, among others.

- Branding, Corporate communication

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