Die Mobiliar Promo SWALLOWED CELLPHONE by Wirz Werbung Zurich

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

Credits & Description

Category: Financial Products & Servcies
Advertiser: DIE MOBILIAR
Date of First Appearance: Jan 29 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 Rücker (Wirz / BBDO)
Media placement: Dog Show - Winterthur, Switzerland - 4 February 2011

Describe the objective of the promotion.
The 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 selectively of this special type of insurance and decided to do it at dog shows.

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

Describe how the promotion developed from concept to implementation.
Since the target group was clearly defined, we wanted to inform them selectively through a promotion rather than using the mass media. We identified events that would enable us to contact the greatest number of dog owners and decided to work at dog shows.

Explain why the method of promotion was most relevant to the product or service.
The operation enabled us to confront dog owners with an insurance case which, while implemented in a humourous way, was exactly the kind of thing that could easily happen. This meant that the dog owners were very approachable and showed a great deal of interest, making it easy for us to pass on information brochures about dog insurance

Describe the success of the promotion with both client and consumer including some quantifiable results.
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% of the 12,000 visitors.