ADAC Autoversicherung

Everyone knows the “yellow angels” breakdown assistance. But less people know that the ADAC also offers attractive car insurance exclusively for its members.

Background
ADAC car insurance is different. It is fair, transparent, consumer-friendly and is proven to have the best price-value ratio. This had to be clearly communicated, firstly among ADAC employees who see themselves as being a true partner to motorists. They had to become “ambassadors” for the distribution of this product. The national wreckage bonus, which increases interest in car insurance in conjunction with new car sales, provided a good opportunity for a major information and motivation campaign.

Strategy
rheinfaktor set the “signal for change” with a multi-tiered campaign. The high point of the campaign was a series of experience workshops for ADAC employees with a varied program of discussions, brainstorming sessions and improvisational theater.

Result
This informative and emotional approach was a success: the workshops were received with great enthusiasm. Employees felt integrated and motivated to actively promote the ADAC car insurance, thus creating a strong foundation for successful distribution.