Title	STABILO "TRUECOLOURS"
Brand	STABILO INTERNATIONAL
Product/Service	NOT FURTHER SPECIFIED
Category	A06. Financial Products & Services, Commercial Public Services, Business Products & Services
Entrant	JUNG von MATT Hamburg, GERMANY
Idea Creation	JUNG von MATT Hamburg, GERMANY
PR	DEDERICHS REINECKE & PARTNER Hamburg, GERMANY
Production	INFECTED POSTPRODUCTION Hamburg, GERMANY
Additional Company	NPIRE Hamburg, GERMANY
Additional Company 2	FECHNER RECHTSANWäLTE PARTMBB Hamburg, GERMANY

Name	Company	Position
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.

Campaign Success

The plug-in is simple and very focussed on its main purpose. In „view mode“ it takes you to the privacy policies of the site in question - and automatically highlights passages in different Stabilo colours. Even if users do not open the plug-in, it still alerts them to the level of threat to their privacy: the True Colours icon in the upper right corner of the browser screen changes its background colour to green, yellow or red. In „edit mode“ users can mark passages themselves. Their input is then added to the true colours database. This is the same database our app uses to display the results „on the go“ - and alert users to updates within privacy policies. The plug-in was launched via google's play store, the iOS app via itunes. Both services will be maintained and updated by Stabilo in the future.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

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.