In keeping with its cooperative identity, Achmea strives to create a society in which everyone can participate. Its ambition is to create sustainable value for its customers, employees, company and society. This is based on its mission to solve major social issues together, focusing on four domains: health, living and working, mobility and income.
With this in mind, the company set out a revised vision in 2021: Sustainable living. together.
In order to promote its purpose to customers and other stakeholders, Achmea commissioned a company film: “Sustainable living, together. The Achmea way”
“From the very first start, we wanted to make a movie based on the principles of true storytelling. The insight we drew during our concept development was that the value of an insurance system, should be that it promotes solidarity and creates continuity. From a storytelling perspective, we are subsequently interested in the absence of those values: those moments when life comes to a standstill. Moments when we are all alone. This taps into a massive dramatic force that puts emotion in the purpose of an insurance system” says Jan Wiercx, Senior Communication Advisor at Achmea.
“To bring this idea to life we started story-mining research to find actual stories in the media and online/social media that illustrate this dynamic of solidarity sparking continuity. From close to 100 stories, we selected the most powerful ones and cross referenced them to being insured by Achmea and ended up with a shortlist that represent the different brands and sectors of the insurance cooperative Achmea.” He added.
From these actual stories, Achmea then created fictionalised stories, and actors were cast. The five storylines represent the different brands and sectors of insurance cooperative Achmea,but unites them with a single tone of voice that leverages the power of storytelling.
“We aim to reach as many people as possible with our key message: sustainable living. To realise this, we started an online campaign on LinkedIn, Instagram, Facebook and YouTube with shorts (10-20 sec) of the movie. We hope that people who are really interested will click trough to see the whole movie. In the first two weeks we already had close to two million views and we reached approximately one million people” says Jan.
Published August 2022
About Achmea
Founded 210 years ago, Achmea has grown from a small mutual insurer to the largest insurance company in the Dutch market. It ranks among Europe’s 20 largest insurers based on written premiums and is one of the 10 largest non-life insurers in the region (and the largest European non-life mutual insurer). Its core business lines are non-life, health, income protection, pension services and asset management. Achmea operates a multi-channel distribution strategy that services a diversified client base, including consumers, small businesses, listed companies and government organisations.
