Category: Financial Products & Services
Advertiser: ETHIAS
Product/Service: INSURANCES
Agency: PROXIMITY BBDO
: Team Proximity (Proximity BBDO)
Media placement: TV - Region1 - Local TV - May/June/July2011
Media placement: TV - Region2 - Local TV - October/November/December 2011
Media placement: DM - Mailing - Local Contacts - May - Dec 2011
Media placement: Print - Ads - Local Media - May - Dec 2011
Media placement: Online - Website - May - Dec 2011
Describe the brief/objective of the direct campaign.
Ethias is a national insurance company with very few offices, because it's a direct insurer. When a new local office opens, Ethias wants the whole neighbourhood to know about it. Our challenge: turn the opening of a new Ethias office into a major event for the local community.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
When a new office is set up, it's practice to give an opening reception. Faithful to the tagline 'Ethias does what should be done', we proposed NOT to organise a party and advised Ethias to spend €5,000 on something meaningful for the neighbourhood.
1: Via DM, prints, billboards and TV we invited local people to submit their projects.
2: We supported them to run for their projects by offering campaign tools (off-and online)
Everybody could vote for their favourite project on a dedicated website.
3: On local TV Ethias handed out a cheque of €5,000 to the winning project.
Explain why the creative execution was relevant to the product or service.
The impact of this new approach, where brand awareness was key, was hard to predict. In a classic approach where the arrival of a new office is announced and supported by ads, mailings etc., the response rate and impact is very low. Few people will visit the opening reception, while now tens of thousands of people get to know Ethias. This approach shows that response is a way to kick-start brand values. The image and positioning of the unknown Ethias -at that time and in these regions- became now clear and positive.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Region1:
- 86 projects were submitted
- 28,897 voted for one of the projects
- 37,000 unique visitors on the website
>>> 5.8% of the people in region1 or 8.4% of the potential reach of the local people with internet connection* was activated for a cost of €1.2/contact
Region2:
- 55 projects were submitted
- 33,363 voted for one of the projects
- 36,000 unique visitors on the website
>>> 7.7% of the people in region1 or 11% of the potential reach of the local people with internet connection* was activated for a cost of €1.07/contact
*estimated average of internet penetration 70%