CHECK WEB GUERRILLA by Ogilvy & Mather Frankfurt for Dkv (german Health Insurance)

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CHECK WEB GUERRILLA

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Industry Insurance
Media Direct marketing
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Delle Krause
Art Director Daniel Schweinzer
Copywriter Lukas Liske
Photographer Jo Bacherl
Released November 2009

Awards

Caples Awards 2010
Digital Online Finalist

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DKV GERMAN HEALTH INSURANCE
Product/Service: HEALTH INSURANCE
Agency: OGILVY FRANKFURT
Date of First Appearance: Nov 23 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/DKV_Hotelcheck_E/index.html
Creative Director: Delle Krause (Ogilvy Frankfurt)
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Copywriter: Lukas Liske (Ogilvy Frankfurt)
Graphic: Jana Schiebel (Ogilvy Frankfurt)
Photographer: Jo Bacherl (Ogilvy Frankfurt)
Art Buying: Caroline Walczok (Ogilvy Frankfurt)
Advertiser's Supervisor: Andreas Witte (DKV)
Advertiser's Supervisor: Peter Baumann (DKV)
Account Management: Dominik Schaefer (Ogilvy Frankfurt)
Media placement: Images In Photo Gallery - Www.zoover.de - November 23, 2009

Describe the brief/objective of the direct campaign.
When you think of your holidays abroad, certain things come to mind immediately, like sun, sea and sand – but not necessarily travel health insurance. So how do you get consumers to consider it before they depart? The goal: new contracts on the DKV website www.reisekrankenversicherung.de

Explain why the creative execution was relevant to the product or service.
We met the target group just at the right moment: when they are highly susceptible to holiday issues concerning their upcoming trip. And when they are able to visit the landing page right away.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We surprised travellers when they are planning their holidays on the web. Zoover is a popular holiday ratings website with over 1 million hotel reviews and lots of images to click through. By embedding our own images we quickly made the message clear: You never know what might happen abroad! The images lead directly to the DKV microsite so that users were able to sign up for insurance instantly.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the two-month campaign period, the click rate on the landing page increased by 42 %, the number of new contracts by 11,2 %.