SHOCKING LITTLE BEASTS by Ogilvy & Mather Frankfurt for Dkv (german Health Insurance)

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SHOCKING LITTLE BEASTS

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Industry Insurance
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Creative Director Simon Oppmann
Art Director Julia Schafer
Copywriter Taner Ercan
Released December 2010

Credits & Description

Category: Financial Products & Servcies
Advertiser: DKV
Product/Service: HEALTH INSURANCE
Agency: OGILVY FRANKFURT
Date of First Appearance: Jan 14 2011
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/DKV_Beasts_E
CCO/Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Creativ Director: Peter Roemmelt (Ogilvy Frankfurt)
Creative Director: Simon Oppmann (Ogilvy Frankfurt)
Art Director: Julia Schäfer (Ogilvy Frankfurt)
Copywriter: Taner Ercan (Ogilvy Frankfurt)
Account Management: Daniela Lösch (Ogilvy Frankfurt)
Advertiser Supervisor: Wolfgang Kroul (DKV Deutsche Krankenversicherung)
Advertiser Supervisor: Peter Baumann (DKV Deutsche Krankenversicherung)
Media placement: In-Store Promotion - Sine ... Mein Ausrüster Outlets - 14. January 2011

Describe the objective of the promotion.
Our challenge was to generate more online sales for DKV’s travel health insurance.

Describe how the promotion developed from concept to implementation.
The problem is that backpackers usually don‘t care about travel health insurance.
So we had to make them think about it. Before they leave Germany for their trip.
Our solution: The ultimate danger preview:
We went to outdoor equipment stores and created a really shocking experience. Therefore we put scorpions, toxic snakes and dangerous spiders in shoes, bags and other travel accessories – fake ones of course – with a message.

Explain why the method of promotion was most relevant to the product or service.
Why was the campaign successful?
We hit the backpackers at the right moment in the right place: exactly where they stock-up for their next adventure: the outdoor store. Here they had a realistic experience of how fast accidents can happen.

Describe the success of the promotion with both client and consumer including some quantifiable results.
After the first shock they got the message.
And the message was effective: during the promotion period the clicks on the website increased by 23% and DKV sold 12% more travel health insurance policies online.