C05. Financial Services, Commercial Public Services, Business Products & Services
Entrant Company
FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency
FORSMAN & BODENFORS Gothenburg, SWEDEN
Production Company
BACON FILM Stockholm, SWEDEN
Production Company 2
STARCUT Helsinki, FINLAND
Credits
Name
Company
Position
Maria Bergkvist
Forsman/Bodenfors
Account Supervisor
Kristina Wilmar/Joachim Levin
Forsman/Bodenfors
Account Manager
Samuel Åkesson
Forsman/Bodenfors
Account Director
Joakim Labraaten
Forsman/Bodenfors
Copywriter
Johan Fredriksson
Forsman/Bodenfors
Designer
Lars Friberg
Forsman/Bodenfors
Planner
Magnus Kennhed
Forsman/Bodenfors
Agency Producer
Andreas Johansson
Forsman/Bodenfors
Digital Producer
Stopp
-
Post Production
Tarik Saleh
Bacon STH
Director
Sophie Hedberg
Bacon STH
Producer
Krister Linder
Music
Music
Ylva Axell/Magnus Theorin
Bacon STH
Executive Producer
Fredrik Wenzel
Bacon STH
Editor
Mikko Sairanen
Starcut
Head of Development
Pierre Leonard/Jonne Jyrylä
Starcut
Senior Developer
Otavio Lima
Starcut
iOS Developer
Kimmo Myllyoja
Starcut
Android Developer
Mikael Hellman
If Insurance
Advertiser's Supervisor
Fredrik Wenzel
D.O.P
The Brief
The campaign had a dual objective: create a direct activation in terms of contact with If as an insurance brand, and get people to talk about If and the problem that had been identified, i.e. drivers speeding near schools and daycare centers.
A challenge with insurance is that it’s something that rarely catches people’s interest and it’s something you seldom talk about at dinner parties. Consequently, our strategy was to talk about something that truly matters to people – this time, children’s vulnerability in traffic – instead of talking about insurance, and also letting people experience If’s expertise in innovative solutions.
Campaign Success
People not adhering to speed limits near child-dense areas such as schools and daycare centers are an increasing problem; 65% of Scandinavians drive too fast in these areas. Our solution, the app Slow Down GPS, a voice navigation app where the navigation voice switches to a child’s voice when users drive in child-dense areas, became a tool for partly solving this problem, but also as a means for activation of contact between customer and If.
The app was communicated in broad media, digital media and through PR, with a clear call to action. Campaign launch was chosen to the time of school start after summer holidays. Through crowdsourcing on If’s website, people were also able to suggest more locations where the child’s voice should switch on. The app worked both as a way of contributing to solve a societal problem, and a way of creating relationships between consumers and If.
Describe the success of the promotion with both client and consumer including some quantifiable results
After launch Slow Down GPS became the second most downloaded navigation app in Scandinavia.
20,000 people engaged and contributed during the first two weeks with local knowledge of additional child-dense areas, a strong indicator of involvement with the message and the app.
The story spread to 164 countries, earned a potential reach of 87,500,000 people.
Brand liking: +46% over target. The goal was to generate a high brand liking among 50% of the target audience. The outcome was that 73% reported a high brand liking as an effect of the campaign. An all time high for If.
This idea has been selected for a research program on traffic safety at The Swedish National Road and Transport Institute, creating possible further spread of the app and of the message. This research could prove what professors are already convinced of; that the Slow Down GPS has a direct effect on drivers’ behavior.
Explain why the method of promotion was most relevant to the product or service
This entry is relevant to the Promotion & Activation category mainly for the fact that the solution is built around a tool that creates a direct relationship between potential consumers and the insurance company If, increasing the likelihood of being chosen in a category where consumers otherwise shop only every seventh year and where the product is highly intangible.
The biggest challenge within insurance is to catch consumers while their “buying window” is open, which it is very seldom. Thus, the immediate activation part here revolves around an innovative voice navigation app, which had the ability to generate both direct connection between the brand and the (potential) consumer, and multiple future activation touch points while using the app.
Slow Down GPS made it possible for people to experience If Insurance and their way of creating a calm and safe environment for people - a promotional activity rarely seen within insurance.