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Standard Life

One of the largest British life insurance companies also wants to become one of the leading insurers in Germany. When Standard Life attempts the entry into the German market in 1996, the company is virtually unknown. In addition, at the time 36% of all Germans stated that they would never consider taking out a life insurance policy with a British insurance company. It is a challenge that requires targeted communications.

The Counterpart Group develops a two-stage launch concept: the first step recruits high-quality insurance brokers while the second step focuses on the potential customers. In the media we communicate the fact that the company has a triple “A” rating, the highest rating that a company can have, and we connect this rating with the company’s insurance policies. In the second step we use strategic press and PR work to inform the public that Standard Life is the only insurance company on the German market that has this rating – and as such is a step ahead of the competition. This strategy ensures high-volume reporting about the life insurance company with the best financial rating and builds up consumer confidence in the company. Finally, we inform the consumers about the advantages of having products with a high rate of return and reduce the prejudices felt toward British insurance companies. The German financial newspaper “Handelsblatt” later on attests that Standard Life had the best launch of any foreign insurance company on the German market. A great success!