TRAVEL ACCESSORIES FROM ABSURDISTAN by Ogilvy & Mather Frankfurt for Dkv (german Health Insurance)

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TRAVEL ACCESSORIES FROM ABSURDISTAN

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Industry Insurance
Media Promo & PR
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Matthias Storath, Peter Roemmelt
Creative Director Simon Oppmann
Copywriter Lukas Liske
Released December 2010

Credits & Description

Category: Best Online Advertising in a Promotional Campaign
Advertiser: DKV
Product/Service: HEALTH INSURANCE
Agency: OGILVY FRANKFURT
Date of First Appearance: Dec 13 2010
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/DKV_Absurdistan_E
CCO/Executive Creative Director: Dr. Stephan Vogel (Ogilvy Frankfurt)
Executive Creative Director: Peter Roemmelt (Ogilvy Frankfurt)
Creative Director: Simon Oppmann (Ogilvy Frankfurt)
Executive Creative Director: Matthias Storath (Ogilvy Frankfurt)
Copywriter: Lukas Liske (Ogilvy Frankfurt)
Art Direction: Daniel Schweinzer (Ogilvy Frankfurt)
Account Management: Daniela Lösch (Ogilvy Frankfurt)
Executive Client Service Director: Carola Romanus (Ogilvy Frankfurt)
Advertiser's Supervisor: Wolfgang Kroul (DKV)
Advertiser's Supervisor: Peter Baumann (DKV)
Media placement: Ebay Auctions With A Variety Of Travel Accessories. - E-Bay - 13. December 2010

Describe the objective of the promotion.
To generate more online sales for DKV’s travel health insurance.

Describe how the promotion developed from concept to implementation.
When are people likely to consider buying travel health insurance? Perhaps when they are booking a hotel online or buying travel items on eBay, for example. Anyone looking for typical accessories such as an eye mask, a sleeping bag or a travel adaptor on eBay may have discovered items with an unusual story referring to the health risks associated with travel. The article descriptions tell amusing stories about trips that ended in disaster. And naturally the writer recommends the DKV travel health insurance.

Explain why the method of promotion was most relevant to the product or service.
Why was the campaign successful?
The idea was to approach people when they were most likely to buy travel insurance, i.e. when planning their trip abroad.
By communicating online we reduced the barriers for a sale because the potential buyer was already online and could easily click on the online sales form.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion resulted in 10,000 contacts.
The number of policies sold increased by 11.4% during the campaign which is especially high given that there was no media investment.