MARKTPLAATS BANNER by J. Walter Thompson Amsterdam for ING

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MARKTPLAATS BANNER

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Industry Insurance
Media Promo & PR, Case study
Market Netherlands
Agency J. Walter Thompson Amsterdam
Producer Jack Kuiper, Joris Van Seggelen
Released October 2010

Credits & Description

Category: Best Use of Online Advertising
Advertiser: ING
Product/Service: PERSONAL PROPERTY INSURANCE
Agency: UBACHSWISBRUN/JWT
Date of First Appearance: Nov 1 2010
Entrant Company: UBACHSWISBRUN/JWT, Amsterdam, THE NETHERLANDS
Senior Art director: Michiel Keser (UbachsWisbrun/JWT)
Senior Copy writer: Marijn Peters (UbachsWisbrun/JWT)
Traffic Manager: Anna Brantsma (UbachsWisbrun/JWT)
Account Director: Andreas Moeller (UbachsWisbrun/JWT)
Head of Digital: Douwe Dirks (UbachsWisbrun/JWT)
Producer: Jack Kuiper (Goeroe post)
Producer: Joris van Seggelen (Goeroe Post)
Digital Producer: Sun Komen (Rocket Science Studios)
Media placement: Internet Campaign - Marktplaats.nl - 1 November 2010

Insights, Strategy & the Idea
Objectives:
To introduce ING's personal property insurance and sell 500 insurances.

Target audience:
Young adults. They only know ING as a financial institution.

Insights:
The client assumes that he/she can buy new items if something happens. This is not the case in many instances because only the current value is paid.

Insurance is a low interest product. You never think about it and often do not know exactly what your insurance actually covers.

Introduce ING’s household contents insurance that is the only one that pays out the new value for the first ten years.

It is relevant for:
People who are browsing for new home furnishings or are just about to make a purchase.

Creative Execution
Reach the target audience at the moment they are looking for household effects.

Where:
Marktplaats.nl (the Dutch Ebay). The perfect place because you can buy everything in the field of home interiors on the site.

Approach:
Make people aware of what can happen to their household contents.

Execution:
When you were looking for household effects on Marktplaats.nl (the Dutch Ebay), you spotted really attractive offers (our fake ads) in the search results. If you clicked on them, you saw the ad with a photo of the product. But you soon discovered it wasn’t a photo, but a video. In the video you saw that the household effects are being damaged by fire, water or stolen by a thief.

Title: “And you’ll only get back 40 percent of the new purchase value”

Followed by:
ING’s personal property insurance, the only one that compensates the new value for 10 years.

Results and Effectiveness
Views: 19,929,373
Clicks: 79,632
CTR: 0.40% (4 times higher than the benchmark)
Conversions: 1,079 policies sold (double the target figure)