Mariëlle Krouwel, Chief Marketing Officer of Nationale-Nederlanden (NN), discusses how NN contributes to societal well-being through sponsorship of running, music, and arts & culture. The sponsorship budget is primarily focused on running, followed by the partnership with NN North Sea Jazz and support for museums. Despite challenges, NN continues to invest in arts & culture, with projects such as the temporary relocation of ‘Girl with a Pearl Earring’ to the Rijksmuseum and the exhibition at Fabrique des Lumières.
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Krouwel emphasizes that NN aims to become a ‘love brand’ by building emotional connections through sponsorship and social initiatives. ‘We are on the right track, but there is still much to do. Becoming a ‘love brand’ as a financial service provider is challenging because our products are often seen as a cost and boring. Through sponsorship and social initiatives, we can build an emotional connection. People appreciate brands that share their values and interests. By being visible in relevant areas, such as sports, arts, and culture, we create that relationship. Our goal is for customers to see us not just as an insurer, but as a brand where they feel at home and proud of, and thus love a little. The NN Marathon Rotterdam is a great example: people run with various goals through a city full of energy and connection. That feeling – standing together for something and enjoying what is possible when you take good care of yourself – perfectly aligns with what we want to convey. We want to show that we not only insure but also contribute to moments that make life more beautiful.’
What can be improved? What challenges do we still face?
‘Although we are making great strides in sponsorship, the field in the Netherlands is still often overlooked. The biggest challenge lies in focus: daring to choose and creating a sharp, coherent portfolio that seamlessly aligns with the brand. Much sponsorship in the Netherlands remains too small-scale and fragmented. The current economic situation may play a role in this, but we must not forget that friction and challenges lead to conversation. That is the strength of sponsorship and advertising.’
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