| Title | PROTECT THE LOVE |
| Brand | ZURICH CONNECT |
| Product/Service | ZURICH CONNECT |
| Category |
E02. Social Purpose |
|
Entrant
|
STV DDB Milan, ITALY
|
|
Idea Creation
|
STV DDB Milan, ITALY
|
|
Production
|
KAREN FILM Milan, ITALY
|
Credits
| Luca Cortesini |
DDB Group Italy |
Executive Creative Director |
| Gabriele Caeti |
DDB Group Italy |
Executive Creative Director |
| Salvatore Zanfrisco |
DDB Group Italy |
Creative Director |
| Stefano Guidi |
DDB Group Italy |
Crearive Director |
| Daniele Baglioni |
DDB Group Italy |
Arto Director |
| Mauro Valsecchi |
DDB Group Italy |
Art Director |
| Gianluca Nucaro |
DDB Group Italy |
Copywriter |
| Giacomo Ghezzo |
DDB Group Italy |
Copywriter |
| Barbara Damonte |
DDB Group Italy |
Account Director |
| Pasquale Pinto |
DDB Group Italy |
Social Media Manager |
Background
Unlike many countries in Europe, there are no laws in Italy that protect LGBT+ people
from homophobic insults. Those entrusted to protect them do nothing but foment public contempt and all of this hate gets poured into social networks with painful frequency. But while we wait for better laws, there are those who’ve made a small gesture of support.
Describe the strategy
• We captured real time data to discover the negative sentiment about LGBT+ pride and where haters were commenting more.
• Target audience (Zurich Connect followers, people potentially interested in insurance product, online news media)
• Zurich acted like a “human brand” and people on social media have taken a stand to support it with sharing and positive conversation (99%).
• We applied a data driven approach to understand where activate the brand.
Describe the execution
Zurich Connect, one of Europe’s leading insurance companies, transformed this hate into support with Protect The Love: the first online insurance that protects LBGT+ pride. During Milan Pride, for every offensive comment found on social networks, Zurich Connect donated €1 to Arcigay Milan to support projects that champion the LGBT+ community. Before this, haters had never been so useful: the more they hated, the more they donated. The day after the Milan Pride we released on all the brand’s digital and social channels the video reveal of the operation getting a lot of positive response by national media, websites and people.
List the results
The campaign gathered a lot of steam in the country and abroad, with a huge success for the brand that increase its reputation by 3% and collecting 2M Total Reach and 125K of positive reactions, with zero media spending.