ASR speelt rivalen in de kaart

17 september 2010

ASR adviseert klanten om naar een onafhankelijke tussenpersoon te gaan. Dat lijkt vreemd, want daar profiteren de concurrenten van mee. Toch is het een doordachte campagne.

Verzekeraar ASR heeft een aantal interessante nieuwe spots gelanceerd. Er zijn spots over een jongen met het syndroom van Down en spots met Feijenoord-trainer Mario Been in de hoofdrol. Natuurlijk is ASR in die filmpjes bezig om zijn eigen ASR A-merk te promoten. Toch lijkt de verzekeraar vooral een lans te breken voor de onafhankelijke verzekeringstussenpersoon. “Pas als je iemand kent, kun je iemand goed verzekeren. Ga daarom voor persoonlijk advies naar uw onafhankelijke adviseur.”
Dat lijkt vreemd, want er zijn meer verzekeraars die hun producten verkopen via tussenpersonen: Nationale Nederlanden, Reaal, Delta Lloyd, Aegon. Die concurrenten worden met de spots behoorlijk in de kaart gespeeld. Hoe zit dat?
ASR streeft twee doelen na met de campagne. In de eerste plaats moeten de mensen een goed gevoel krijgen bij de verzekeraar ASR. De jongen met Down moet duidelijk maken dat ASR er niet alleen is voor jonge, gezonde types. Mogelijk komen mensen na het zien van die spots met een sterke voorkeur voor ASR bij een tussenpersoon terecht.

Vijand
Een tweede doel is om duidelijk te maken dat verzekeringen adviesgevoelig zijn. Zo’n jongen met Down moet misschien anders verzekerd worden dan een leeftijdsgenoot zonder verstandelijke handicap. Een onafhankelijke vakman kan de klant daarover inlichten. De spots zijn in feite een poging om de groeiende concurrentie van vooral internetverzekeraars de voet dwars te zetten.
Natuurlijk zullen andere op tussenpersonen gerichte verzekeraars, meeprofiteren van deze reclame, maar ASR heeft geen andere keus. Meer polissen afzetten, kan alleen als er meer mensen bij een tussenpersoon binnenstappen. Waarschijnlijk hoopt ASR dat ook maatschappijen als Nationale Nederlanden en Delta Lloyd in hun toekomstige reclame-uitingen de tussenpersoon zullen aanprijzen, want internet en de maatschappijen die direct telefonisch zijn te benaderen, zijn een gezamenlijke vijand.
Overigens negeert ASR het internetkanaal geenszins. Met dochterbedrijf Ditzo, waarvoor ook op televisie wordt geadverteerd, zet ASR juist stevig in op verkoop via internet. De eieren van het concern liggen dus in meerdere mandjes.

Conclusie: ASR’s advies om naar een tussenpersoon te gaan, is geen onbaatzuchtig soort fair play. Het is een strategie waarmee de opkomst van vooral internetverzekeraars moet worden afgestopt.

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