Category: Best Online Advertising in a Promotional Campaign
Advertiser: ZURICH
Product/Service: HOME INSURANCE
Agency: OGILVY GERMANY
Chief Creative Officer: Michael Kutschinski (Ogilvy Germany)
Creative Director: James Langton (Ogilvy Germany)
Art Director/Digital Artist: Andre-Levy Silva (Ogilvy Germany)
Copywriter: James Langton (Ogilvy Germany)
Account Management: Thorsten Ruehlemann (Ogilvy Germany)
Account Management: Joern Bock (Ogilvy Germany)
Account Management: Sebastian Schoeningh (Ogilvy Germany)
Agency Producer: Anna-Lina Woerner (Ogilvy Germany)
Production: Fiftyeight 3D (Fiftyeight 3D Frankfurt)
Media placement: Pre-Roll Online Video - YouTube - 07. November 2011
Describe the objective of the promotion.
Young people never think about their retirement. They have dreams, of course, but keep waiting for the future to come without saving for it. How do you create awareness for a topic people generally tend to put off?
Describe how the promotion developed from concept to implementation.
Why not make plans while you wait for something? As people usually wait for videos to load on YouTube, that’s the perfect moment to call the topic to mind. At first viewers see YouTube’s classic loading wheel. Then a drawing line interacts with it revealing that this is not a common loader. Every time a video loads, a new inspiring scene is drawn.
Explain why the method of promotion was most relevant to the product or service.
Our challenge was to create awareness for a serious product in an entertaining environment. Without been intrusive we found a connection between waiting for content and thinking about the future by utilising the common 'pre-loader' icon. The surprising integration of the loading wheel captivated viewers to watch the pre-roll right to the end.
Describe the success of the promotion with both client and consumer including some quantifiable results.
In a period of 6 weeks, the pre-roll videos simulating YouTube‘s loader were viewed more than 5.3m times right to the end: a view rate of 50.18%. With a CTR of 1.7%, the traffic to Zurich‘s website increased enormously, proving that the wait is shorter when you make plans.