If’s long-term outdoor advertising has delivered results
Since 2023, If has stuck to a recognizable concept in its advertising: "X helps a little – If helps a lot."
The concept, created by Åkestam Holst, builds the image of If as a reliable and customer-oriented partner. The goal has been to position the company based on its purpose and values, while strengthening the brand through long-term, creative and consistent advertising in all Nordic markets. Media buying for the campaign is handled by Dentsu Finland.
"By developing a position as a helpful partner that can adapt to evolving consumer needs, If Insurance can relatively differentiate themselves from the competition and increase the positive perception of the brand", says If's Acting Head of Media and Insights, Kevin Joyce.
The trend of remembering advertising
Five advertising campaign measurements have been made of If's campaigns in 2023–2025. The results show a clear increase:
- Advertising memorability is 33 % higher than the average in Bauer Media Outdoor's surveyed campaigns
- The five-measurement trend shows a steady rise in advertising recall and message assimilation
"We have seen strong development in ad recall and are consistently over industry benchmarks. We have also seen continued growth in the ownership of main brand message", Kevin Joyce continues.
Increase in interest
According to research conducted by Bauer Media Outdoor, campaigns are increasingly increasing customer interest in If:
- Interest in If has grown positively from the first measurement to the last measurement
- Advertising makes customers evaluate If as a relevant option and strengthens consideration.
“We have seen a long-term positive development on brand awareness and consideration. We currently retain 9 out of 10 customers”, Kevin Joyce reveals.
Activation – concrete effects
Long-term communication is also reflectedin customers' operations:
- The willingness to open orcontinue a customer relationship with If has risen to the index figure of 140.
- The consideration of becoming a customer has risen to level 131.
- The willingness to recommend to friends and acquaintances has risen to the index number 132.
- The desire to discuss, seek more information and contact If has also grown strongly.
(The index was calculated so that the first measurement, spring 2023, received a value of 100)
Why does the concept work in outdoor advertising?
The strength of the concept in outdoor advertising is its simplicity and clarity. The message is quickly understandable, and the visual appearance can be fine-tuned over time without compromising recognition.
“The concept works very well for outdoor advertising in that it is simple, easy to decode and understand the ad message. We are also able to make small changes to the formatting and approach overtime while remaining true to the creative formula“, Kevin Joyce points out.
You will learn about long-term work
If's experience shows that building a brand takes time and consistent effort. Long-term communication not only improves measurable results. It also strengthens customer relationships and the brand's position in the market.
“Focusing on branding and a consistent concept requires patience, trust, commitment and a long-term view on results“, Kevin Joyce summarizes.
Summary
If's campaign is an example of how a unified concept and consistent implementation produces growing results. When the message is clear and the repetition is deliberate, the brand is remembered and stays there.