| Title | THE MEMORY CLOUD |
| Brand | TRYGG-HANSA |
| Product/Service | HOME INSURANCE |
| Category |
A07. Financial Products & Services, Commercial Public Services, B2B Products & Services |
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Entrant
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PERFECT FOOLS Stockholm, SWEDEN
|
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Idea Creation
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PERFECT FOOLS Stockholm, SWEDEN
|
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Media Placement
|
PHD Stockholm, SWEDEN
|
Credits
| Anna-Maria Sjöberg |
Trygg-Hansa |
Campaign Manager |
| Emma Brandt-Johnsson |
Trygg-Hansa |
Head of Brand & Acquisition |
| Petter Lindkvist |
Trygg-Hansa |
Marketing Planning & Insight Manager |
| Mats Sundquist |
Trygg-Hansa |
Marketing Director |
| Tobias Oskarsson |
Trygg-Hansa |
Digital Acquisition Manager |
| Hanna Axelsson |
Trygg-Hansa |
Communications Manager |
| Camilla Nordgren |
Trygg-Hansa |
Web Manager |
| Joseph Borenstein |
Trygg-Hansa |
PR Manager |
| Petter Träff |
Perfect Fools |
Account Director |
| Ann Ystén |
Perfect Fools |
CEO/Client Director |
| Daniel Lunde |
Perfect Fools |
Creative/Art Director |
| Philip Arvidsson |
Perfect Fools |
Creative/Art Director |
| Magnus Ivansson |
Perfect Fools |
Creative/Copywriter |
| Klas Lusth |
Perfect Fools |
Executive Creative Director |
| Patrick Dry |
Perfect Fools |
Creative Director |
| Mirjam Krook |
Perfect Fools |
Designer |
| Josefin Enelid Roos |
Perfect Fools |
Producer |
| Maria Elmqvist |
Perfect Fools |
Research Planner |
| Rasmus Bjurström |
Perfect Fools |
Strategic Director |
The Campaign
To add value and emotions to our insurance, we created the first home insurance that helps you insure the irreplaceable. We developed ‘The Memory Cloud’ to become part of Trygg-Hansa’s home insurance. A cloud service where you can save all your old memories, and bring them back in case of a major accident in your home.
Almost every document and picture created during the last decade are up there in the cloud. But not the stuff we value the most. Memories our homes are filled with. The vhs-tape of our first steps, the fading polaroid photo albums and the middle school diploma of your 3rd place in ice skating.
Campaign Success
We developed ‘The Memory Cloud’ to become part of Trygg-Hansa’s home insurance. A cloud service where you can save all your old memories, and bring them back in case of a major accident in your home. We advertised the service on Trygg-Hansas home page as a value-added service to their home insurance, on their social channels and TVC.
We used relevant influencers who told which memories they would save to the “Memory cloud”.
We also developed a “Memory Kit” with different analog digitizing services as photo scanner, VHS-scanner, cassette tape-scanner and slide show-scanner.
Describe the success of the promotion with both client and consumer including some quantifiable results
We increase sales by 51% (compared to last year), mainly online, which was an all time high for Trygg-Hansa. By putting the spotlight on the things people really care about in their homes, we got them to consider and buy our home insurance.
Explain why the method of promotion was most relevant to the product or service
In order to sell more home insurance, we bundled it with a cloud service that will help protect what we value most in our homes - our memories. With this unique offering, we could promote the product in a new way and bring the brand to life in a way that makes Trygg-Hansa stand out in the crowd.
We identified two main target groups, families with children and DINK’s. And then targeted them in a TVC as well as online social and programmatic using examples these groups could relate to. But the question is universal. What would you miss the most in case of a major accident in your home? We bundled our home insurance with a one-year-subscription to the cloud service, helped people with tools to digitize their memories and, in the process, invented to first home insurance that can insure the irreplaceable.