Franchement, laisse-toi surprendre!

Who

La Coalition pour une relève en assurance de dommages  is a non-profit organization that brings together over 50 partners from the property and casualty insurance industry. It has become a key player in addressing workforce issues and represents the dynamism and passion of professionals working in the industry. La Coalition is also a key player in mobilizing stakeholders in the ecosystem.  

Our mandate

• Develop a campaign to promote careers in property and casualty insurance to raise awareness of the industry, debunk myths and attract new candidates to counter the labour shortage.
• Creation of a landing page
• Video and photo production for the campaign
• Develop tools for Coalition’s partners to help them take ownership of the campaign and promote careers in the industry.

Creation stage

The creative team was able to push back its limits, proposing a humorous and explosive concept. The use of a popular Quebec expression, Francheeeement, as a campaign signature positions the industry beyond its more conservative image. As the target market was French-speaking Quebec, this concept was perfectly designed to reach the target. The tagline’s shock effect demonstrates an unpretentious link between society’s popular professions and the P&C insurance industry. It’s thanks to the expressions of P&C insurance professionals, captured by our team, combined with these words that the concept takes on its full meaning: drop the myths and join the industry, you might be surprised!

A video shoot and photo shoot were carried out by our team involving industry professionals to make the concept fun and truthful.

With these visual and creative elements, the campaign took shape digitally. Using Snapchat and TikTok, we were able to reach and influence young people to consider the industry.

Launch stage

Using various media such as a web page, videos and visuals, the promotion campaign was launched in January 2024. Several tools have also been developed to help Coalition’s partners join forces to raise the profile of the property and casualty insurance industry and all its employees.

Results

Punchy, up-to-date image to promote careers.

• Over 7M impressions
• Over 140K clicks to site

These impressive results are just the beginning of the campaign, and other actions will also be put in place to promote careers in this industry.