Earlier this year, Swedish ICMIF member Länsförsäkringar launched a new marketing campaign known as All the Promises of Life. This is a new campaign under the brand concept For all time. “The aim is to increase awareness for us as a security provider in general. We are not only an insurance company, but also a bank and pension company,” says Lina Sennerdal Kolacz, Brand Manager at Länsförsäkringar AB.

The main idea of the campaign is that there are many promises that are broken as life goes on. Promises you make to yourself or promises you receive from others. When things don’t go as promised, Länsförsäkringar says it is there for its members “for all time”.

“With the campaign, we want to show that we don’t just offer insurance and that we have a broader business. We are there in all different contexts when life changes. With our warm and emotional tone that Länsförsäkringar stands for, this year we have also added a little “twinkle in the eye” together with the director,” says Lina Sennerdal Kolacz.

The campaign was developed together with brand agency Nord DDB in the form of a longer film that is complemented by a number of short, faster films that give greater focus to each business area; banking, pension and insurance.

“In addition to the fact that the business itself stands for security, we are also involved in over 3,000 collaborations and initiatives to contribute to a better and safer local community around Sweden. For example, it’s about giving children and young people meaningful leisure time, supporting the local business community or increasing safety in traffic,” says Lina Sennerdal Kolacz.

The campaign was first rolled out across Sweden in January 2024 and will run from the spring until the end of May in most channels including TV, play, cinema, YouTube, outdoor, radio, and podcasts.

Watch the various campaign videos on Länsförsäkringar’s YouTube page.

ICMIF has launched a new Brand and Marketing Forum for members. The topic for the first session on Tuesday 5 March will be Marketing mutuality. The format of the session will consist of case studies presented by brand and marketing experts from the global ICMIF network. These members have identified what it is about their mutual/cooperative difference that is valuable to their members and gone on to market this in different ways.

The ICMIF Brand and Marketing Forum is open to all brand, marketing, communications, mutuality and strategy professionals within the ICMIF network that are looking to be inspired, share and broaden their own knowledge of marketing mutuality while establishing a global peer network to learn and collaborate with.

Learn more about the ICMIF Brand and Marketing Forum here or contact Vicky Hughes, Vice-President Membership ICMIF, for more information and/or to register.