SAFETY ON INTERNET by Ogilvy & Mather Amsterdam for XS4ALL INTERNET SERVICES

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SAFETY ON INTERNET

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Industry Internet Service Providers, Internet
Media Direct marketing
Market Netherlands
Agency Ogilvy & Mather Amsterdam
Creative Director Darre Van Dijk En Piebe Piebenga
Art Director Peter Van Kuijk
Digital Creative Director Chris Lightburn-Jones
Released April 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: XS4ALL INTERNET SERVICES
Product/Service: INTERNET SERVICE
Agency: OGILVY AMSTERDAM
Date of First Appearance: Apr 6 2009 12:00AM
Entrant Company: OGILVY AMSTERDAM, THE NETHERLANDS
Entry URL: http://www.awardsubmission.nl/XS4ALL_safe-internet/
Creative Director: Darre van Dijk (Ogilvy Amsterdam)
Creative Director: Piebe Piebenga (Ogilvy Amsterdam)
Strategy Director: Hans Veldhorst (Ogilvy Amsterdam)
Account Director: Frouke Vlietstra (Ogilvy Amsterdam)
Interactive Account Manager: Willem van Isselmuden (Ogilvy Amsterdam)
Media Strategy Director: David Barens (Ogilvy Amsterdam)
Brand Manager: Rozemarijn Nieste (XS4ALL Internet Service BV)
Brand Communication Manager: Marije van Kempen (XS4ALL Internet Service BV)
Agency Producer: Brenda Bentz van den Berg (Ogilvy Amsterdam)
Agency Producer: Pirke Bergsma (Pirke Productions)
Digital Creative Director: Chris Jones (Ogilvy Amsterdam)
Art Director: Peter van Kuijk (Ogilvy Amsterdam)
Account Director: Renee Kuijper (Ogilvy Amsterdam)
Account Manager: Nigel Hassall (Ogilvy Amsterdam)
Multimedia Designer: Paul van de Woestijne (Ogilvy Amsterdam)
Media placement: Banners - 3 Spots - Internet - 06/04/2009

Describe the brief/objective of the direct campaign.
XS4ALL is the number one premium Internet provider of the Netherlands, with a high reputation concerning service and information. For this campaign the objective was to create more brand preference and attract new customers by giving them relevant and useful information about privacy/security on the Internet. The strategy of the campaign was to use the ‘normal daily life’ as a reference on how consumers behave in an online environment. With this very human, non-technical message about safety on the internet, people are more conscious about their own actions and more willing to start a conversation within the XS4ALL website.

Explain why the creative execution was relevant to the product or service.
We used the footage for online video commercials on different relevant websites. Every film invites the viewer to go a special website on which XS4all provides security tips. Visitors were asked to join discussions on security topics. Apart form the site partnerships were made with nu.nl (hollands biggest news portal) and sprout.nl (a well known business portal). On these partner portals content was made available on internet security. Visitors were here also challenged to join the online debate. Videobanners were used to drive traffic to the sites.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Most people don’t think about online safety. How do we make the problem tangible? In real life people are very much aware of the boundary between safety and danger. Online, that boundary doesn’t seem to exist. We have transferred people’s online behavior to normal life and confronted them. A stranger (actor) asked people on the street, at their doorstep or office for private information. Everything was taped with a hidden camera. The movie clips were used as banners and at the end a question came on screen: Are you just as cautious on the internet with your personal data?

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.
The campaign scored far beyond expectations and made people more aware about safety on the internet. Brand consideration up 8%, brand preference up 5% - 108.057 banner clicks - 167.603 unique visitors at the nu.nl file on Safety on internet. - 6.299 unique visitors at the Sprout file on Safety on Internet.