AG2R LA MONDIALE ANSWERS YOUR QUESTIONS ABOUT INSURANCE

Here are some of the 25 questions for tomorrow that AG2R La Mondiale seeks to answer as part of its new communication campaign. Simple, sober questions from everyday life. Questions that worry the French at different stages of their lives.

An observation: The rise of pessimism within French society

Trusted interlocutor

AG2R La Mondiale, the historical sponsor of the Tour de France, now wishes to position itself as the trusted interlocutor of its 15 million members. The group wants to become the benchmark in terms of insurance for its customers. It wants to restore their confidence in the future, by providing answers to the major questions posed by the world of tomorrow.

To prepare for this communication campaign, AG2R La Mondiale carried out a major study with sociologist Alain Merger. According to him, "we have entered a world less controllable, totally uncertain where it is difficult to take control of one's destiny".

Insurer in an uncertain world

According to the IPSOS Barometer on the optimism of the French, their level of pessimism peaked at 60% in January 2018. And this, despite a clear improvement after the presidential election. France now ranks 17 th place out of 27 countries where the survey was conducted.

Moreover, according to the study carried out with Alain Merger, the French have a real mistrust vis-à-vis the future in general, and institutions in particular. This study shows in particular that health is the number one concern of the French for 83% of those polled in terms of social protection. The risk of dependency comes second, for 72% of respondents. But two points particularly worry the French: the dysfunction of the State in terms of social protection, and the presence on the market of powerful economic players.

A major communication plan

Since January 24, 2018, AG2R La Mondiale, accompanied by the June 21 agency, has therefore challenged the general public around its favorite subjects: retirement, the development of savings, and the protection of loved ones. This new campaign, scheduled for more than 3 months until April 2018, is based on the study carried out: in a world made up of uncertainties, the French need to be reassured and to have a serene vision of their future. The communication deployed throughout France and on the Web is accompanied by a new signature: “Take control of tomorrow”.

A field campaign

Based on the results of surveys carried out in the field, the 1st joint group for social and asset protection in France launched a poster campaign throughout France around the most frequently encountered questions. The choice of mass media communication centered on posters affirms the group's desire to demonstrate proximity to the French throughout the country. The construction of the visuals is identical for the entire campaign: a poster, a question, a color.

A dedicated website

A digital component completes the system around the website created for the occasion, Mesquestionspourdemain.fr, the objective of which is to provide precise answers to each question that may arise. Social networks are also involved: 10 videos, intentionally short, whose mission is to improve the impact of the major themes of the campaign.

Beyond communication

Since 2009, the group has placed at the heart of its communication the notion of “collective” with its signature: “  The opposite of the only one in the world  ”. The new signature "Take control of tomorrow" now highlights the concepts of serenity, confidence, and the future.

The stated goal of AG2R La Mondiale is to support the French in the different stages of their lives to build their future peacefully. The group thus wishes to offer its support through clear answers to the questions asked, while leaving the general public in control of its choices.

But the new communication campaign is more broadly part of the “Tomorrow 2020” Business Plan. In addition to providing answers to the concerns of the French and unveiling the group's new visual identity, the objective of this campaign is to strengthen the brand's notoriety and its relational commitment.

Béatrice Willem, Group Communications and Internet Director, hopes that with this campaign, everyone will have the keys to “becoming an actor in their social protection”. So, action ?!