About a.s.r.
a.s.r. is an insurer with a clear mission: to help people insure risks that they do not want to or cannot bear themselves. Whether it concerns sharing risks, building capital, or making more sustainable choices, a.s.r. strives to offer valuable solutions that are relevant now, later, and always. a.s.r. encourages customers to make more sustainable choices. It does this with products such as the Sustainability Mortgage and sustainable damage repair, where repairs with an eye for sustainability are preferred over replacement. For their campaign, a.s.r. called on Mediahuis to increase their reach with the help of podcasts. How did we do that? You can read about it here.
Strengthening image
The main goal of the campaign was to strengthen a.s.r.'s sustainable image while increasing brand consideration. To this end, a 30-second pre-roll advertisement was developed, targeting a broad audience of Dutch podcast listeners between the ages of 18 and 65 who are interested in sustainability.
Campaign implementation
The campaign was carried out in collaboration with Audiohuis, with the pre-roll advertisement being placed in popular podcasts such as Over Routines, Moordzaken, and Cor Potcast. A.s.r.'s message emphasized concrete sustainable initiatives, such as encouraging green investments and sustainable damage repair. Thanks to Mediahuis' extensive network, a potential reach of 2.5 million listeners was achieved. In total, the advertisement was listened to 5,333,333 times. The campaign ran from April 16 to May 27, 2024.
Podcast
a.s.r. wants to use this campaign to enhance its sustainable image and brand consideration. Mediahuis' unique network offers an interesting opportunity for this. Research shows that podcast listeners experience a stronger, more intimate connection with the content than with traditional radio, meaning that fewer contact moments are needed to achieve impact. Thanks to these insights, a.s.r. decided to use podcast advertisements as a pilot to further strengthen its image.
Target group
Dutch podcast listeners between the ages of 18 and 65 who are interested in sustainability. This target group is consciously engaged with issues such as climate, energy transition, and financial responsibility. They are looking for practical tips and inspiring stories to help them live more sustainably and create value for the future.
By developing the advertisement in a tone that matches the medium, we conveyed the message as naturally as possible. This way, the advertisement fits in very well with the podcast experience. This improves the listening experience and increases the impact of the medium.
- Marise Sperling, Brand and Marketing Communications Team Manager, Private Individuals
Picture campagne a.s.r.Result
Research by MeMo² shows that the podcast campaign led to significant improvements in various brand KPIs. Brand consideration saw an uplift of no less than 12% among all listeners, with the largest increase (21%) among the target group that is actively engaged in sustainability. Statements about sustainability and transparency score significantly higher after exposure.The brand fit and credibility of the advertising also scored well above the benchmark. In addition, the research showed that the younger target group (18-35 years) responded most positively to the campaign (index 118 on consideration).
