| Title | STABILO "TRUECOLOURS" |
| Brand | STABILO INTERNATIONAL |
| Product/Service | NOT FURTHER SPECIFIED |
|
Entrant
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JUNG von MATT Hamburg, GERMANY
|
|
Idea Creation
|
JUNG von MATT Hamburg, GERMANY
|
|
PR
|
DEDERICHS REINECKE & PARTNER Hamburg, GERMANY
|
|
Production
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INFECTED POSTPRODUCTION Hamburg, GERMANY
|
|
Additional Company
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NPIRE Hamburg, GERMANY
|
|
Additional Company 2
|
FECHNER RECHTSANWäLTE PARTMBB Hamburg, GERMANY
|
Credits
| Dörte Spengler-Ahrens |
Jung von Matt AG |
Executive Creative Director |
| Andreas Hilbig |
Jung von Matt AG |
Creative Director |
| Alex Schmid |
Jung von Matt AG |
Senior Art Director |
| Saurabh Kakade |
Jung von Matt AG |
Junior Art Director |
| Eniola Falase |
Jung von Matt AG |
Junior Copywriter |
| Vesna Saalmann |
Jung von Matt AG |
Senior Project Manager |
| Dennis Wendt |
Jung von Matt AG |
Agency Producer |
| Thomas Reinecke |
Dederichs Reinecke & Partner |
PR Consultant |
| Georg Fechner |
FECHNER Rechtsanwälte PartmbB |
Legal Consultant |
| Dominik Schmidt |
FECHNER Rechtsanwälte PartmbB |
Legal Consultant |
| Jan-Hendrik Behne |
INFECTED Postproduction GmbH |
Motion Graphic Director |
| Ulrike Kramer |
INFECTED Postproduction GmbH |
Producer |
| Dieter Pries |
NPIRE GmbH |
Realisation & Extension |
| Max Häßlein |
NPIRE GmbH |
Web Developer |
| Gilg Frick |
NPIRE GmbH |
Technical Concept & Project Management |
The Campaign
The two biggest lies on the internet are: „I’ve read the terms and conditions. And I accept them.“ It’s a fact that nobody reads long legal texts online: a perfect opportunity to demonstrate the usefulness of Stabilo highlighters. We launched „TrueColours“: a branded browser plug-in helping people judge privacy policies at a glance – because it automatically highlights all the parts users might not be comfortable with. Just like you would do with a Stabilo pen. Green for „noteworthy“, yellow for „caution“, red for „critical.“ This way people are able to quickly assess the legal implications of registering with online services – only by looking at the colours on their screen. And with the corresponding mobile app they can even do that on the go.
Creative Execution
Building on the insight as described above (which basically applied to anyone online) we can potentially reach a very broad target group – as diverse as the users of Stabilo highlighters (since the pens are purchased by people of all demographic characteristics, by organizations as well as by individuals). The plug-in is available on the google chrome web store, the corresponding app on itunes. A dedicated microsite provides additional information – and will serve as the primary campaign site we will refer to. Our main drivers for downloads/site traffic will be PR and the Stabilo social media channels.
With the simplification of terms and conditions being an important consumer protection issue on the EU level, we expect to see significant coverage both in online blogs and offline media. Test users have already shown a positive change in brand perception (innovative, modern, useful, relevant, close to consumer’s everyday needs) leading to a higher purchase intent as well. But not only that: they were also way more likely to actively deal with privacy policies – a change in behaviour they attributed to the brand’s initiative. TrueColours can easily be adapted to different markets and will hopefully stand out as an example for a branded tool that effectively turned communication into a relevant service in people’s everyday life.
Everybody knows what a highlighter is. That's why we chose to not talk about our product at all - but to actually demonstrate the power of Stabilo in a fresh and striking way. We turned its main use (helping people instantly see the important bits in long texts) into an innovative online tool, that addresses a relevant need of our target group: dealing with long and boring online privacy policies. By using a browser plug-in as a communication tool we turned our advertisement into a proper service for our clients - inciting them to rediscover Stabilo pens!
Building on the insight as described above (which basically applied to anyone online) we can potentially reach a very broad target group – as diverse as the users of Stabilo highlighters (since the pens are purchased by people of all demographic characteristics, by organizations as well as by individuals). The plug-in is available on the google chrome web store, the corresponding app on itunes. A dedicated microsite provides additional information – and will serve as the primary campaign site we will refer to. Our main drivers for downloads/site traffic will be PR and the Stabilo social media channels.