German ICMIF member R+V Versicherung has received the prestigious Marken Award 2021 brand award for the best brand relaunch in 2021 for its “You are not alone” campaign.
With its stance “Against egoism; for the community” and the claim “You are not alone”, the jury for the awards felt that R+V Versicherung had successfully repositioned its brand and given it a much stronger profile. With the attention-grabbing attitude campaign, R+V Versicherung, the insurer of the Volksbanken Raiffeisenbanken cooperative financial group, expressly acknowledges the solidarity principle and clearly rejects egoism. Since the start of the new campaign, R+V has succeeded in strengthening its image and improving all brand values.
“R+V impressively sums up why people take out insurance in the first place,” quoted the jury from the marketing magazine absatzwirtschaft, which organises the brand award annually together with the German Marketing Association (Deutsche Marketing Verband – DMV). As part of the campaign, R+V asked questions in its advertisements that caused many people to reflect on challenging questions such as: “Since when has egoism been cool? Do business ethics mean not getting caught?”
R+V’s Marketing Director Anja Stolz said: “We are very happy about the prestigious award and the great award for our campaign. With our new market presence, we are taking a clear stand against egoism and thereby emphasising the basic cooperative principle of our company: ‘What one cannot do alone, many can do‘. This stands for common sense, for being there for one another, for responsible interaction with one another – values that we need more than ever today. We prove again and again every day that this attitude also determines our actions – as in the coronavirus pandemic or after the most recent flood disaster [in Germany].”
The brand award is one of the most prestigious prizes in German-language marketing. Excellent performance in brand management has been honoured annually since 2001 in five categories. Well-known experts from management, marketing, media and agencies sit on the jury for the brand award.
With 8.9 million customers, R+V Versicherung is one of the largest insurers in Germany. As part of the Volksbanken Raiffeisenbanken cooperative financial network, R+V has been offering its customers tailor-made, innovative insurance solutions for almost a hundred years. The product range of the R+V companies includes all known insurances for private and corporate customers. The R+V Group achieved premium income of almost EUR 20 billion in 2020 and employs more than 16,500 people nationwide.