Four years ago, Roar, Generali's new generation insurance and financial advisory network, was launched.
1. My first encounter with insurance advisors was in the movie „Take the Money and Run,” where the protagonist was punished by being locked up with an insurance agent. Even by Woody Allen's standards, this is the bottom of the barrel and perfectly illustrates the social perception of the profession. From here, victory is beautiful, as the saying goes...
2. ...but how?
3. The management of Generali Insurance immediately made a decision to rejuvenate the network as soon as it faced the fact that the average age of advisors in its 1500-strong insurance agent network is nearly 60 years. Nowadays, young people want to be influencers, rap or series stars, or perhaps CEOs (except in Russia, where 70% of schoolchildren simply want to be Putin). The classic phenomenon of passing down the profession from father to son has almost completely disappeared; instead, young people dream of the lifestyles they see on the internet and in the media.
4. The findings of research focusing on Generation Y and Z were disheartening: insurance and financial advisors were identified by young people with boring, gray, elderly descriptors. They thought that insurance sales work required dressing in a suit and tie, knocking on doors with a retro briefcase in hand. Perhaps they believed they had to call acquaintances all day long until they closed an insurance deal or rewrite 5. their name in the phone.6. "You sit in a dusty office, Windows 95 runs on your computer, you call people based on a printed A4 sheet, and you drive them crazy.".
„7. Image source: mult-kor.hu”
9. "Rebel" brand.
„10. After such a background, the young lion of the Generali family stepped onto the scene in 2017, who not only jumps but also roars loudly: ROAR!
11. The brand-new company is not youthful but is truly a cool community made up of young people, as they call themselves: the pack. In its introductory campaign, it promoted the new brand in the language of young people and through the channels they use, repositioning the insurance sales profession. Instead of advisors,
12. they call themselves roarers, 13. which is cool, and that 14. is called roarság. 15. "Are you suitable to be a roarer?" they ask in their recruitment campaign designed exclusively for social media.16. The 190-year-old lion logo was replaced with a modern, pixelated lion head, the tired gray was replaced with bright cyan and fresh magenta. The briefcase was replaced with a tablet, and the worn-out desk was swapped for a colorful, cheerful, lively, cool urban.
17. playground. 18. The main message sounds like this: 19. The world is yours, live and work in it.
„The world is yours, live and work in it freely! ”
Employer branding
The dynamic business model offered rapid career building and existential breakthrough in a cool environment, with experiential training. 
Alongside the work environment, the goal was also to significantly increase the appeal of ROAR with the system of incentives. Successful roarers were celebrated by the pack at parties and festivals. The Sziget, by consciously sponsoring the Snow Attack and Cruisin events, showcased the events through the eyes of the participating roarers in the campaign.
The most successful could become ROAR influencers as part of personal brand building: they received professional training, a photo and video set as a reward. A dedicated business Facebook and Instagram page was also created for them, where they promoted their activities and ROAR both organically and through paid means (Employee Advocacy.
ROAR set the bar high! With its cheeky, loud, and provocative style, it not only made the financial and insurance advisory profession attractive to young people but elevated it to an experience and honor with the promise of belonging to a special elite community. The „pack” currently counts nearly three hundred roarers, so we can say that the paradigm shift was successful, and the campaign achieved its goal.
More about the Roar Employer Branding strategy You can read it here.
