| Examples: FBTO, Netherlands, DDB AMSTERDAM |
Similar items:
Print, DM, Ambient, Outdoor ads
TV, Cinema, Viral, Online ads
Radio
More similar items →
Ads Archive / Print, DM, Ambient, Outdoor ads
FBTO health insurance: BokitoViewer
| See full size 1241x829 px | |
| Released: | May 2008 |
| Advertiser: | FBTO  |
| Agency: | DDB AMSTERDAM |
| Country: | Netherlands |
| Category: |
Investment, insurance & property development
|
| Awards: |
Cannes Lions 2008 Promo Bronze
|
| Tags: |
Direct marketing
Cannes 2008
Case study
|
Credits:
Cannes Lions 2008 Promo SilverType Of Entry: Use of Media
Category: Alternative Media
Title: BOKITO VIEWER
Advertiser/Client: FBTO
Product/Service: HEALTH CARE INSURANCE
Advertising Agency: DDB AMSTERDAM
Country: THE NETHERLANDS
Sales Promotion/Advertising Agency: DDB AMSTERDAM
Country: THE NETHERLANDS
Title: BOKITO VIEWER
Advertiser/Client: FBTO
Product/Service: HEALTH CARE INSURANCE
Advertising Agency: DDB AMSTERDAM
Country: THE NETHERLANDS
Sales Promotion/Advertising Agency: DDB AMSTERDAM
Country: THE NETHERLANDS
Credit Details:
| Name | Position | Company |
| Martin Cornelissen | Creative Director | DDB Amsterdam |
| Dieuwer Bulthuis | Copywriter | DDB Amsterdam |
| Marco Sluijter | Art Director | DDB Amsterdam |
| Chris Sant | Art Director | DDB Amsterdam |
| Jeroen De Korte | Copywriter | DDB Amsterdam |
| Martin Van Zwol | Retoucher | Souverein |
Objective:
On 18 May 2007 a gorilla named Bokito escaped from Rotterdam Zoo. During his escape the animal attacked a female visitor. The woman had visited Bokito four days a week and during her visits had had frequent eye contact with the animal. This presumably led to the attack, since gorillas do not like direct eye contact. Sufficient reason, then, for a preventive solution by health care insurer FBTO.
Development:
In its communications, FBTO always offers simple solutions. As it did in the present context. The weekend after the escape we distributed more than 2000 so-called Bokito Viewers at the entrance to Rotterdam Zoo. Simple cardboard spectacles, all printed with an averted gaze on the outside.
Relevance:
The Bokito Viewer enables visitors to look at apes and monkeys without Bokito ever having to feel threatened again.
Outcome/Results:
More than Ђ125,000 worth of national and international media attention on radio, television, various daily newspapers, online news channels and home-made clips on YouTube. In addition, the Bokito Viewer produced around 26,000 Google hits at the time.