Thisted Forsikring wanted to give something back to their customers during the holiday season. As a customer-owned company, customer relationships come first.
Kasper Thomassen, Malene Kirk, and their colleague Frederikke Guld saw an opportunity. They had previously run a local Christmas scavenger hunt, but it only reached a small fraction of their customer base.
A digital advent calendar could scale the idea across their entire region for the first time.
“We wanted to say thank you for being our customers. But we also wanted to teach them about insurance and make a complex topic easy to digest.”
Together with the rest of the marketing and communications team, Kasper and Malene built a Christmas Calendar with 24 doors on a dedicated landing page.
Each door contained a question about Thisted Forsikring’s products, services, and values. It wasn’t just about what they offer, but who they are as a company.
The questions weren’t random. Malene asked the customer support team which questions customers asked most frequently, then turned those into topics.
When a participant answered, the correct answer appeared with a short explanation and a link to the relevant page on Thisted Forsikring’s website. Each question naturally guided participants to relevant pages on Thisted Forsikring’s website.
Winners were listed publicly on the landing page each day, so participants could see real winners and stay motivated. To keep participants coming back, the team sent daily reminder emails and ran Facebook ads with people tagging each other in the comments.
The campaign drove repeat visits throughout the 24-day period.
The calendar was originally designed for existing customers, but it also attracted new potential customers along the way.
Participants completed a detailed signup form, including newsletter signup and permission to be contacted about an insurance review. The team intentionally kept the form long to help filter for higher-quality leads. As a smaller insurance company without a large call center, they needed leads worth following up on.
“We don’t have a huge call center that can phone thousands of leads in a few weeks. If someone is willing to fill out all those details, they’re probably more interested in getting an offer than someone who only gives their name and email.”
What started as a holiday campaign became one of Thisted Forsikring’s largest customer engagement initiatives to date. Over 24 days, the Christmas calendar kept customers returning daily while also attracting new potential customers.
The campaign showed that a seasonal initiative could do more than create engagement. It also helped strengthen customer relationships, increase brand visibility, and generate new interest from potential customers at the same time.
“We could check so many boxes with this one campaign. It created loyalty, it generated new leads, and it built awareness of who we are as an insurance company. We’ve been impressed by the response.”
