Die Mobiliar Promo, Case study SWALLOWED CELLPHONE by Wirz Werbung Zurich

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Industry Insurance
Media Promo & PR, Case study
Market Switzerland
Agency Wirz Werbung Zurich
Executive Creative Director Philipp Skrabal
Copywriter Andi Portmann
Released February 2011

Credits & Description

Category: Financial Products & Services
Advertiser: DIE MOBILIAR
Date of First Appearance: Feb 4 2011
Entrant Company: WIRZ/BBDO, Zürich, SWITZERLAND
Executive Creative Director: Philipp Skrabal (Wirz / BBDO)
Art Direction: Raul Serrat (Wirz / BBDO)
Copywriter: Andi Portmann (Wirz / BBDO)
Account Manager: Yves Rückert (Wirz / BBDO)
Media placement: Dog Show - Winterthur, Switzerland - 4 February 2011

Insights, Strategy & the Idea
DIE MOBILIAR is one of the best-known insurance companies in Switzerland. But it is a little-known fact that it offers pet insurance, which should be of particular interest to dog owners. We wanted to inform them about this special type of insurance selectively and decided to do so at dog shows.

Our target group of dog owners knows DIE MOBILIAR mainly because of its very popular advertising campaigns where insurance claims are depicted in a humorous way. We therefore decided to simulate an insurance case as part of our operation, with a puppy swallowing a cellphone.

This enabled us to address an experience that all dog owners have gone through. Our research amongst vets showed us that dogs are continually picking up objects in their mouths and then accidentally swallowing them. This meant that our dog that had swallowed the cellphone was credible, attracted sympathy and the situation was also funny at the same time. In short, the dog owners could identify with it straight away.

Creative Execution
We simulated on-site an insurance case in which a puppy swallowed a cellphone. We produced a special jacket for the dog with a hidden pocket in which we placed a cellphone, which enabled us to have the phone ringing from virtually inside the puppy's stomach.

The dog's coat had a slogan on it saying that fortunately DIE MOBILIAR also insures animals, and our promotional team also handed out information brochures on pet insurance. The ringtone puppy attracted a lot of attention and just as much sympathy, and created a willingness to obtain information, which was covered by the brochures.

Results and Effectiveness
The operation was carried out as a test in February at the biggest dog show in Switzerland. The on-site feedback was very positive and it attracted a lot of attention. The ringtone puppy was seen by around 30 per cent of the 12,000 visitors. It also enabled our promo-team to strike up conversations with a number of dog owners and distribute information brochures.