It is almost unimaginable: a company with 2.3 million customers that hardly anyone knows. It is high time to actively work on brand awareness and make the brand ”embraceable”.
Insight: PAWW must make itself known.
People only come into contact with the PAWW programme if they are unemployed for a long time or if they are ill. To be noticed and remembered, we need to become relevant and visible before that happens.
The solution: relevance and consistency.
Knowing that you will get extra support if you are unemployed or sick for a long time is a reassuring feeling. You can deal with minor setbacks better because you don’t have to worry as much. That is why we have created the slogan ‘PAWW. Assured of resilience after WW’ in our annual plan and introduced the term SUPERPAWWER. This term is used as much as possible in the campaign and makes the word ‘resilience’ much less stuffy.
The result: thousands of people were given SUPERPAWWER!
We distributed more than 40,000 SUPERPAWWER bars during a tour of participating companies and set up our resilience trampolines at numerous SUPERPAWWER break events. These activations not only reached the target audience, they engaged them.
