Business & industry, Financial Services

Continental Reinsurance: 2022 Sabre Awards EMEA Finalist

The challenge

Continental Reinsurance’s voluntarily delisting from the Nigerian Stock Exchange to enter a period of consolidation, always carried risk. What the company didn’t know was that Covid-19 was around the corner. With no share price as an indicator, the “insurer of insurances” needed a plan to reassure customers, regulators, the industry and its staff of its performance and good governance.

The method

In the “new normal” we had to overhaul the company’s entire content strategy, launching a new website and pivoting towards high-quality video content and virtual events. Working towards the most important change – the change in the company’s CEO – we devised a plan that combined trusted brand properties such as the annual Journalism Awards sponsorship with messages of change. Redefining the purpose of corporate communications, the plan also included a live webcast, a media tour with the new CEO, four strategic media announcements and two virtual events. The ‘100 Days in Office’ video highlighting the new CEO’s instant impact became part of three reports on CNN International including its flagship show ‘Connecting Africa’.

The outcome

The campaign was seen by almost 3 million people via earned, owned and paid media across more than 45 African countries. Employing broadcast and social media tactics for the first time, led to serious improvements in the company’s most important KPIs including a 31% increase in revenue, a 46% uplift in underwriting profit and a 58% jump in overall profit.