EN
The camping market was growing dynamically, yet the perception of traditional insurers remained strongly product- and tariff-driven. For potential motorhome and caravan buyers, the brand hardly played a role in the early information phase. The target group – aged 30 to 65 and broadly diverse – searched online for guidance, experiences, and practical tips related to purchasing, not for insurance details. As a result, access to the crucial phase before the purchase decision was missing. The challenge: to build relevance and trust before insurance even became part of the conversation.
The goal was to position HUK-COBURG early in the decision-making process of camping enthusiasts and thus enter the relevant set. The brand was intended to be perceived as a competent companion throughout the camper purchase journey – not just as a provider of insurance policies. At the same time, a scalable content structure was to be created to increase organic visibility and support performance-driven measures. Website, social media, and video formats were to be strategically connected to increase both reach and the likelihood of conversion in the growing segment.
The brand was perceived within the camper community as a competent and approachable advisor before the purchase.
From a purely insurance-focused perspective, a content-driven brand ecosystem with real added value emerged.
Digital visibility and interaction in search engines and social media increased significantly.
Content became a strategic lever for trust, customer loyalty, and growing conversions in the camping segment.
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