Zurich Case study IF YOU THINK ABOUT IT, YOU CHOOSE US by Don

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IF YOU THINK ABOUT IT, YOU CHOOSE US

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Industry Insurance
Media Case study
Market Argentina
Agency Don
Director Joaquin Marques, Francisco Alcaro
Executive Creative Director Gonzalo Ricca
Art Director Papon Ricciarelli
Producer Emiliano Eiasol
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Product & Service; Financial Products & Services Bronze

Credits & Description

Type of entry: Product & Service
Category: Financial Products & Servcies
Advertiser: ZURICH
Product/Service: ZURICH
Agency: DON Buenos Aires, ARGENTINA

Music And Sound Design: Camilo Lezzi (C.c.c.i)
Productor: Emiliano Eiasol (Nos)
Director: Joaquin Marques/Francisco Alcaro (Nos)
Producer: Emiliano Eiasol (Nos)
General Coordinator: Mariano Ricciarelli (Don)
Agency Producer: Carlos Pelu Cavaciocchi (Don)
Account Director: Tomas Pallette Pueyrredon (Don)
Account Manager: Santiago Sarni (Don)
Copywriter: Gonzalo Ricca (Don)
Art Director: Papon Ricciarelli (Don)
Executive Creative Director: Gonzalo Ricca (Don)
Chief Creative Director: Papon Ricciarelli (Don)

Describe the brief from the client
In a new and different way, communicate the immediate replacement benefit that Zurich Fire Insurance offers.



Promotion Development


An amazing activation was created.
Through a trick of optical illusion people would come across burning buildings, with huge flames that, at some point, suddenly disappeared revealing the exact same place as it was before, as if it had never been touched by fire.




Results


During all the advertising activations, thousands of people ran into these actions, which achieved an improvement in their relationship with the brand.
People became aware of all the things they could lose if they did not get an immediate replacementfire insurance policy.
And the activation produced a communication buzz in the media.

But also, the calls made to the Zurich call center rapidly increased during the action.




Relevancy to Product/Service


In that moment a projected overprints communicated the immediate replacement benefit that Zurich gives to those who purchase their Fire Insurance Policy:
NOTHING CHANGES IF YOU ARE WELL COVERED.
Zurich Fire Insurance. With inmediate replacement.