| Title | DOORHANGER |
| Brand | AXA INSURANCE |
| Product/Service | INSURANCE |
| Category |
A06. Financial Products & Services, Commercial Public Services, Business Products & Services |
|
Entrant
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Idea Creation
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Production
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
Credits
| Dries De Wilde & Koenraad Lefever |
Duval Guillaume |
Executive Creative Director |
| Arjen Tarras, Kasper Janssens & Lode Vochten |
Duval Guillaume |
Creative Team |
| Jef Leysen |
Duval Guillaume |
Account Manager |
| Dorien Van Antwerpen |
Duval Guillaume |
Account Executive |
| Melanie Chabrier |
Duval Guillaume |
Account Manager |
| Bart Callaerts |
Duval Guillaume |
TVC Producer |
| Joris Prikken |
La Mancha |
Cameraman |
| Carline Ropsy |
Duval Guillaume |
Account Executive |
The Campaign
We looked up pictures of people on Facebook who were enjoying a holiday and shared it with the world. What they didn’t know, is that we could find their address in no time and went to their houses to hang a door hanger that says “please enter, I’m on vacation” followed by the holiday picture they shared on the internet. After two weeks, we went back to confront them with the picture and the door hanger. We asked them if they were aware of the consequences the sharing of the holiday pictures have and if they were properly insured in case the thieves could enter when they were away. Those reactions we joined in a movie, which we shared on Facebook, YouTube and the AXA website.
Creative Execution
In the film you can see the reactions of the people we confronted with the fact that when they post their holiday pictures on social media, they actually are inviting thieves into their homes. We spread the film we made in Belgium on Facebook, YouTube and the AXA website. We made the film to trigger people to think about their actions on social movie and to visit the AXA website for more information about the proper insurances.
Results
The video has been seen 413.000 times on YouTube, 51.500 times on Facebook and 90.000 times on Twitter. We had a successful click through rate of 0,45% on Facebook only. Another interesting figure is the completion rate of the movie. 11% on Facebook, 20,27% on Twitter and 25% on YouTube. These figures were measured between 27/06/2016 and 14/08/2016.
This work is relevant for Direct, because we directly confronted people with a trend of which people don’t realize the consequences. Nowadays, we share everything with the world. That’s why we had to come up with an idea that would open the eyes of social media users. Therefore, we confronted them with the fact that if you post on social media that you’re not home, you’re actually inviting thieves into your house.
The AXA uninvited invite door hanger was an idea to help AXA achieve the objective of making people aware that a proper insurance is not a superfluity, but a basic need. The door hanger puts emphasis on the consequences of sharing through social media and that’s what we wanted to achieve, because it’s all about being well insured.