FOREIGN LANGUAGE TRAINER by Ogilvy & Mather Frankfurt for Dkv (german Health Insurance)

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FOREIGN LANGUAGE TRAINER

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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
Released December 2009

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: DKV GERMAN HEALTH INSURANCE
Product/Service: HEALTH INSURANCE
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/DKV_languagetrainer_E
Chief Creative Officer/Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Executive Creative Director/Creative Director: Christian Mommertz (Ogilvy Frankfurt)
Creative Director: Delle Krause (Ogilvy Frankfurt)
Copywriter: Lukas Liske (Ogilvy Frankfurt)
Art Director: Daniel Schweinzer (Ogilvy Frankfurt)
Account Management: Dominik Schaefer (Ogilvy Frankfurt)
Advertiser's Supervisor: Peter Baumann (DKV)
Advertiser's Supervisor: Andreas Witte (DKV)
Sound Engineer: Lars Kellner (Sinus AV Studio)
Media placement: Podcasts, 3 Motifs - ITunes, Online Portals Www.ecoute.de, Www.adesso-Online.de, Www.ecos-Online.de - December 10, 2009

Describe the brief/objective of the direct campaign.
When you are planning holidays abroad, lots of things come to mind– but certainly not travel health insurance. So how do you get consumers to consider it before they depart?

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 preparing for an upcoming trip abroad, listening attentively. As most of the users are online while listening to the podcast, they can 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 holiday-makers while they are preparing for their trip with foreign language training courses. Spotlight Publishing offers a variety of these courses as free podcasts and you can easily subscribe to them on iTunes. That’s exactly where we integrated our very special version of foreign language training – with stories that always have an unexpected twist …

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.
In the first week online, the click rate on the landing page www.reisekrankenversicherung.de increased by 14 %.