Ergo DM INSURANCE AD-VISOR by Aimaq Rapp Stolle Berlin

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Industry Insurance
Media Direct marketing
Market Germany
Agency Aimaq Rapp Stolle Berlin
Creative Director Tobias Wasmuth
Art Director Marcel Krempin
Copywriter Shahir Sirry
Account Supervisor Diana Brix
Released March 2011

Credits & Description

Category: Traffic & Brand Building
Advertiser: ERGO
Product/Service: INSURANCE
Date of First Appearance: Mar 14 2011
Entrant Company: AIMAQ & STOLLE, Berlin, GERMANY
Chief Creative Officer: André Aimaq (Aimaq & Stolle Creative Brand Consulting)
Creative Director: Tobias Wasmuth (Aimaq & Stolle Creative Brand Consulting)
Copywriter: Shahir Sirry (Aimaq & Stolle Creative Brand Consulting)
Art Director: Marcel Krempin (Aimaq & Stolle Creative Brand Consulting)
Account Supervisor: Diana Brix (Aimaq & Stolle Creative Brand Consulting)
Account Manager: Fabian Kleinmann (Aimaq & Stolle Creative Brand Consulting)
Graphic Designer: Robert Werner (Aimaq & Stolle Creative Brand Consulting)
Media placement: Outdoor Poster - Bus Shelter - 14 March 2011

Describe the brief/objective of the direct campaign.
Everybody, who is interested in getting an insurance coverage or people who are under-insured and haven’t thought about insurance.
People are afraid of complex insurance topics and therefore would rather not deal with. ERGO has trained its employees to explain even the most complex insurance matters easily. If clients realize that, they will see ERGO as an insurer to approach when they want to increase their insurance coverage.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The world’s first interactive billboard, that gives advice on all insurance matters.

We equipped the advertising space in a bus shelter with the technology needed to have an unforced conversation with an ERGO insurance specialist. A team of 17 worked in shifts around the clock for a whole week to answer all insurance questions.

Improve the image of ERGO and show that ERGO is an insurer that explains insurance matters easily.

Increase the number of sales for the participating insurance subsidiary.

Explain why the creative execution was relevant to the product or service.
ERGO, Germany’s new insurance company promised in an integrated advertising campaign to really listen to what clients have to say and advise without insurance-mumbo-jumbo. But if promising is silver, proving it is gold. And we proved it, with our talking billboard, that showed by-passers how easy ERGO explains insurance matters.

Associating ERGO with the world’s first billboard that gives simple advice showed that the insurer is a pioneer in its field.

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.
Thousands of pedestrians witnessed ERGO’s innovative media idea.

Local newspapers, magazines, national blogs and insurance forums picked up the story and helped spread the word.

Over a 1000 conversations were held and people experienced how well ERGO advisors are trained to give simple explanations for complex insurance matters.

108 phone numbers were exchanged and appointments for consultations were set.

However, the most important achievement was improving ERGO’s image and proving that insurance isn’t such an annoying topic to tackle.