In November 2021, CNP Assurances partnered with Konbini and Baptiste Lecaplain to launch a first video series called “En gros” (“Basically”) on life insurance. The Group is returning with a second season to educate people about the phrase term creditor insurance.
With the Lemoine law on term creditor insurance due to come into force on 1 June 2022, and with 25% of 18 to 34-year-olds saying they “understand absolutely nothing about their insurance policy” (according to a survey conducted by YouGov in 2019 for lecomparateurassurance.com), CNP Assurances, the French leader in term creditor insurance, is continuing its commitment to making insurance universally accessible with its “En gros” series educating about insurance.
The second season on term creditor insurance will provide more insight into terms the general public is not always familiar with, such as termination, the health questionnaire, the AERAS agreement, guarantees, etc.
The goal is still the same: use Baptiste Lecaplain’s gift for comedy to take the words of insurance expert Florent and turn them into something everyone can understand through creative videos. The idea is also to appeal to and unite a younger audience around insurance topics.
Having yesterday won the ARGUS D’OR 2022 in the category “external communication campaign” and previously, in May, the COM-ENT D’ARGENT for external digital communication, season 1 on life insurance has proven very popular since it went online on 3 November 2021:
• Over 5 million impressions, 800,000 views, 2,000 video interactions on Facebook
• Over 1 million impressions on the cover and stories formats on Snapchat and Instagram
• More than 1.2 million impressions on the expanded article and 20,000 visits to the Konbini website
The educational series is back in partnership with the communications agency The Good Company and in association with Konbini:
• A five-minute video is hosted on the Konbini website (link) and posted on Facebook
There are also two short videos for a teaser effect:
• A one-minute video, calibrated for Instagram, TikTok and Snapchat with a link to the long video.
• A 30-second story, taken from the long video, also with a link for a teaser effect.
“What is term creditor insurance?”
The translator, Baptiste Lecaplain (right), and the insurance expert, Florent (left)
CNP Assurances is planning a third season of “En gros” for October, which will focus on a key theme for the insurance ecosystem and the entire financial community.
Stéphane Dedeyan, Chief Executive Officer of CNP Assurances
“Making insurance clear and easy is central to CNP Assurances’ commitments. In season 2 of the series “En gros” we aim to explain term creditor insurance in simple language to everyone who still finds insurance terms too complicated.” »