Exito Promo, Case study UNPREDICTABLE CLASSIFIEDS by Sancho BBDO Bogota

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Industry Insurance
Media Promo & PR, Case study
Market Colombia
Agency Sancho BBDO Bogota
Art Director Hector Niel, Jonathan Alejandro Gómez
Copywriter Alexis Alvarez, Ramón Blanco, Daniel Fierro
Released February 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: EXITO
Product/Service: INSURANCE
Date of First Appearance: Mar 1 2010 12:00AM
Entry URL: http://proximity3.e-logika.net/unpredictableclassifieds/
Chief Creative Officer: Hugo Corredor (Sancho BBDO)
Chief Creative Officer: Giovanni Martínez (Sancho BBDO)
Art Director: Jonathan Alejandro Gómez (Sancho BBDO)
Copywriter: Daniel Álvarez (Sancho BBDO)
Art Director: Héctor Niel (Sancho BBDO)
Copywriter: Ramón Blanco (Sancho BBDO)
Media placement: Banner - Eltiempo.com Classifieds - 01/03/2010

Results and Effectiveness
Results were astounding. We saw an increase of 70% in visits to our website, and sales rose 33% by the end of the campaign. Our ads created such high impact that after a week, the client started offering insurance in its retailers. Customers welcomed the new service and easily linked it to the brand. We had found an engaging way to tell our target, that their dream projects would be safer with us.

Creative Execution
We decided to show the risks of not having insurance through an unexpected medium: we needed to surprise our potential customers and still be one step ahead of our competitors. In order to accomplish this we decided to create ads in the online classified section of Colombia's most important newspaper, leveraging the fact that it is the most visited website in the nation, but also a natural medium for our target. The ads appeared in places where people usually find home or vehicle with its respective image, but on our ads we showed houses that would suddenly catch fire, or a car that would get stolen. Online visitors received our message in a fun and surprising way.

Insights, Strategy & the Idea
ALMACENES EXITO, the largest retailer in Colombia decided to expand its offer, and start selling home and car insurance. But people did not expect a retailer to sell insurance. Traditional insurance companies had cornered the market in dealerships and showroom estates, but for a retailer those were hard-to-reach places. This led us to set our business goal: get ahead of our competitors and position ourselves as the first choice when buying insurance. We realised we had an opportunity targeting people in the home and car purchasing process. Those people who are so stuck in the dream of owning a home or a car, sometimes forget that there is always the risk of something happening to them. This was a clear opportunity for EXITO to establish itself as a brand that always cares about Colombians’ well-being, in this case, making sure that people's dreams and projects could be safer.