Context
Folksam was founded in 1908 in response to poor availability of insurance for low income people in Sweden. Today, it is one of Sweden’s largest investment managers and is the market leader in life insurance and third in the non-life insurance. Folksam uses its financial strength to influence the organisations it invests in and through responsible investment, specifically in green bonds. Its ethical agenda also extends to road safety, lobbying for diversity and social fairness in many aspects of Swedish life.
Mission
Our job is to create security for our customers in all stages of life. With us, the customer can insure himself, his close relatives, his possessions and save for retirement.
Vision
Our customers should feel safe in a sustainable world.
Value proposition
We will be:
- Personal by showing thoughtfulness, dialogue and starting from the customer
- Engaged by being active and taking initiative for the customer as well as seeing opportunities and being solution-oriented
- Responsible by being reliable, knowledgeable and long-term.
Slogans and taglines:
‘For everything that you love’
In 2012, Folkam’s pet insurance customers were invited to help to design an advert that described the lengths their favourite insurer goes to when meeting the customers’ needs.
The campaign that emerged went viral. A customer known as ‘Eva’ insures her cat with Folksam and suggested an idea that resulted in more than 3m YouTube hits. CNN and Time Magazine also ran the story which involved skydiving cats, forming the letters of her name in the sky, just to make Eva happy! After the success of this campaign, a follow-up advert came next featuring ‘diving dogs’.
The advertisement used amplification and exaggeration to make the point that nothing is too much trouble for Folksam when it comes to making their customers happy.
Folksam has always prided itself in its heart-centred approach to serving its customers. Indeed, during Christmast the insurer lit up its iconic head office building with a heart to remind its customers where its priorities always lie.
Despite the pandemic, Folksam’s 2020 advertising continues to be light-hearted and shot with a surreal charm. The latest ‘For Everything You Love’ campaign offers endless inventive ways of creating hugely memorable viewing.
Folksam’s message is that they are committed to what their customers love. What you love, you want to protect, save to and insure.
