Winners & Shortlists

TRUST ALERT

TitleTRUST ALERT
BrandTRUSTED SHOPS
Product/ServiceTRUSTED SHOPS SEAL
Category A03. PUBLIC AFFAIRS & LOBBYING
Entrant Company ACHTUNG! Hamburg, GERMANY
Advertising Agency ACHTUNG! Hamburg, GERMANY
Credits
Name Company Position
Roland Thiemann Trusted Shops Gmbh Marketing Director
Olaf Groß Trusted Shops Gmbh Pr Manager
Mirko Kaminski Achtung! Gmbh Ceo
Alexander Hein Achtung! Gmbh Account Director
Vanessa Dörlemann Achtung! Gmbh Account Manager

The Campaign

Many Germans don't feel secure in the Internet: data theft, swindlers, and fake online shops. But the German government is doing too little. Trusted Shops wants to remind the parties and the government of their duty. This is because Trusted Shops is a quality seal for certified online shops. Trusted Shops is committed to more security in the Internet. The idea: Trust Alert! The online shops of the parties are checked by Trusted Shops in the middle of the 2013 election campaign. The parties sell flags, pens and coffee cups there. And it is here that we can see the attitude of the politicians with regard to security in the Internet. Do they obey the laws? The experts of Trusted Shops uncover more than 100 legal violations. No party shop is a Trusted Shop, including that of Angela Merkel's party. A scandal. Media, bloggers and voters are shocked. The parties request the test report and promise improvement. And they do in fact correct all defects. Trusted Shops is now regularly consulted by ministries and the government. The brand recognition is increasing strongly. And Trusted Shops is winning many online shops as new customers. A great success for Trusted Shops and a small German step toward more security in the Internet.

The Brief

Consumers, politicians and online shop operators should be familiarized with Trusted Shops. With a 0 EURO media budget. More online shops should have themselves tested by Trusted Shops. And politicians should be reminded to make the Internet even more secure with clear and strict laws. Trusted Shops wants to become an important voice in matters of Internet security and be heard by government and parties.

Results

The party security sweep becomes a national topic of conversation. The familiarity of Trusted Shops increases significantly. All parties call up the test report and promise improvement. And indeed: all defects have since been corrected. The actual success: the brand familiarity of Trusted Shops increases immediately by 5 percentage points. The number of Trusted-Shops new customers among online shops increases immediately by 30 %. Trusted Shops is now regularly consulted by the government, ministries and the parties. Trust Alert worked. Trust begins at the top. We reminded German politicians of this.

Execution

Trusted Shops checkes the Internet merchandising shops of the German parties in the middle of the election campaign. The parties sell umbrellas, pens and coffee cups there. Angela Merkel even offers waffle irons. The experts of Trusted Shops uncover more than 100 legal violations. One of the parties doesn't even encrypt the account data of its members. Embarrassing! And a scandal. The parties don't obey the laws they have themselves enacted. None of the party shops are a Trusted Shop. The news goes public by way of online multipliers and media. The public and the social web are beside themselves. All of the major German media sources report on the matter. The parties react immediately. They request the test report. And they do in fact correct all defects.

The Situation

Trusted Shops is a quality seal for secure online shops. Trusted Shops is committed to more security in the Internet. In order for the seal to function as it should, three prerequisites must be fulfilled: buyers must be familiar with Trusted Shops. Online shops must commission Trusted Shops with testing. And the government must enact clear and strict laws for Internet security. Those are a lot of prerequisites. And the budget of Trusted Shops is small. A special idea is needed to shake all three groups awake: consumers, online shop operators and politicians. The idea: Trust Alert!

The Strategy

Election campaign 2013. The parties compete for the trust of citizens. However, they don't talk about the crisis of trust in the Internet. It's time to urge them to work for more trust and security in the web again. We touch upon a painful point: their own online shops. The idea: Trust Alert! The experts from Trusted Shops check the online merchandising shops of the parties in the middle of the election campaign. The results are to be made public with the aim of creating a buzz and initiating discussion. The politicians should feel the public pressure. And Trusted Shops should at the same time become more well-known.