TAIKANG ACCIDENT INSURANCE: A TAIKANG MOMENT

Credits & Description:

SUB CATEGORY : BEST USE OF MOBILE
COMPANY ENTERING : CHEIL PENGTAI, BEIJING
ENTRY TITLE : A TAIKANG MOMENT
BRAND : TAIKANG ACCIDENT INSURANCE
ADVERTISER : TAIKANG LIFE INSURANCE
ADVERTISING AGENCY : CHEIL PENGTAI, BEIJING
CHIEF CREATIVE OFFICER : PETER SHEN
EXECUTIVE CREATIVE DIRECTOR : TOMMY LIOU
CREATIVE DIRECTOR : KIMMY LIU
COPYWRITER : HONG.LIU
PROGRAMMER : WILLIAM ZHOU
FLASHER : SUYUAN LI
ACCOUNT DIRECTOR : DAVID ZHANG
TRAFFIC : JUICE WU
PRODUCTION COMPANY : CHEIL PENGTAI, BEIJING
SOUND PRODUCTION COMPANY : CHEIL PENGTAI, BEIJING
SPECIAL EFFECTS COMPANY : CHEIL PENGTAI, BEIJING
URL OF THE ENTRY 1 : http://www.itieke.cn/2014/caseshow/
URL OF THE ENTRY 2 : http://www.itieke.cn/2014/taikangmoment/ad.apk
THE BRIEF : PROBLEM: AS AN ADVERTISER, TAIKANG INSURANCE HAS IMPLEMENTED NUMEROUS MOBILE ADVERTISEMENTS. HOWEVER, PEOPLE HAVE USUALLY IGNORED THESE ADS. OUR BRIEF: HOW CAN AN UNFORGETTABLE MESSAGE BE CREATED ON MOBILE TO PERSUADE CONSUMERS TO PURCHASE INSURANCE THROUGH MOBILE PHONE?
THE STRATEGY : IN ORDER TO FIND A CONNECTION TO ENGAGE OUR CONSUMER'S EMOTION AND THE PRODUCT, WE SHIFTED OUR FOCUS INTO FINDING THE APPROPRIATE MOMENT TO ADVERTISE, AS OPPOSED TO FINDING AN ADVERTISING SPACE.
THE RESULT : DURING THE CAMPAIGN PERIOD, THE ONLINE PURCHASE CONVERSION RATE AFTER BROWSING ADS INCREASED BY 120% COMPARED TO THE PREVIOUS YEAR. LEADS TO 100,000 ONLINE ORDERS. THE CHANGE FROM POSITION TO TIMING MADE ALL THE DIFFERENCE IN CREATING A SUCCESSFUL ADVERTISING. WE CO-DEVELOPED MORE MOBLIE USING SITUATION-BASED ADD USER EMOTION-BASED ADVERTISING CONTEXT WITH CHINA'S FAMOUS MOBILE APP PLATFORM UNION - "ADWO". BY FAR, HAS EXPANDED THE IMPLEMENTATION OF PRECISION CREATIVE LIGHT, MOVEMENT SPEED, LOCATION-BASED AND SOUND SIDE ADVERTISING,
AND PROMOTE SUCH RICH MEDIA MOBILE ADVERTISING INTO MORE BRANDS.
THE EXECUTION : WE UTILIZED THE ADVERTISING PROGRAM IN SOME FREQUENTLY USED APPS. SUCH AS “CHINA DAILY WEATHER REPORT”, “51 BOOK STORE” ETC. THE ADVERTISING WILL BE IMPLANTED WHEN USER UPDATE THEIR APPS. ONLY WHEN THE PHONE’S GYROSCOPE SENSES GRAVITY ACCELERATION, THE ADVERTISING WILL BE ACTIVATED.