| Title | THE VALUE OF EXPERIENCE |
| Brand | EL CORTE INGLÉS SEGUROS |
| Product/Service | INSURANCE |
| Category |
A02. NON-FICTION: SERIES OR FILM |
|
Entrant Company
|
VCCP Madrid, SPAIN
|
|
Contributing Company
|
VCCP Madrid, SPAIN
|
Credits
| Javier Suso |
Vccp Spain |
Managing Director |
| Beto Nahmad |
Vccp Spain |
Executive Creative Director |
| Oscar Moreno |
Vccp Spain |
Creative Director |
| David Sousa |
VCCP Spain |
Multimedia Art Director |
| Walter Belenky |
Vccp Spain |
Copywriter |
| Victor López Fernández |
Vccp Spain |
Art Director |
| Laia Prades |
Vccp Spain |
Art Director |
| Sonia Romero |
VCCP Spain |
Art Director |
| Isabel Pardo |
Vccp Spain |
Account Manager |
| Marta Lucas |
Vccp Spain |
Social Media Manager |
The Campaign
El Corte Inglés Seguros is one of the largest insurance brokers in Spain. Their advisors are the best insurance advisors of the market... but nobody knows it!
We should increase El Corte Inglés Seguros awareness and to position the brand as the highest quality insurance broker.
Results
CHALLENGE
El Corte Inglés Seguros is one of the largest insurance brokers in Spain. Their advisors are the best insurance advisors of the market... but nobody knows it!
OBJECTIVE
To increase El Corte Inglés Seguros awareness and to position the brand as the highest quality insurance broker.
STRATEGY
As "THE BEST ADVICE COMES FROM EXPERIENCE", we decided to make our insurance advisors face the risks covered by the products they sell, because “just who have lived the risks covered by the insurance they sell can give the best advice”. EXECUTION We did an internal recruitment campaign and chose six insurance advisors who accepted to:
- Be burned.
- Free jump.
- Eat bugs.
- Have a car crash.
- Spend a night with wolves.
- Get their home destroyed hosting a savage children-party.
We shot the situations where the advisors lived the risks and launched the campaign (TV spots, print, OOH, display, social media, direct mailings and POS campaign).
- Watch the long version videos of the experiences.
- Watch the making of. (Interviews to every advisor + shooting process, etc.).
- Ask for advice and a quote. The audience was also reached through an integrated PR campaign targeting main media, opinion leaders and influencers.
The audience were drawn to the content through:
- Print campaign.
- Ooh campaign.
- Launch videos.
- Digital campaign (display).
- Website www.elvalordelaexperiencia.com.
- Social media activation (social media profiles of action against hunger).
- PR campaign (targetting online and offline influencers).
Comparing before & after the campaign:
-Traffic to website increased by 800%.
-Lead generation (online advice and quotes requests) increased by 600%.
-Cost per lead dropped by 23%.
Buzz generation results:
-12.478 tweets about the campaign.
-1.328 shares.
-45 bloggers talked about our campaign.
-Digital buzz valued on 250.000€ Comparing against the same period of last year:
- Spontaneous brand awareness x4.
-Aided brand awareness doubled. AS A RESULT OF THE CAMPAIGN CONSIDERATION INCREASED BY 25% AND SALES BY 9%.