| Title | SEA ANEMONES |
| Brand | POHJOLA VAKUUTUS OY |
| Product/Service | POHJOLA INSURANCE |
| Category |
D03. Web Series |
|
Entrant
|
HASAN & PARTNERS Helsinki, FINLAND
|
|
Idea Creation
|
HASAN & PARTNERS Helsinki, FINLAND
|
|
Idea Creation 2
|
POHJOLA VAKUUTUS Helsinki, FINLAND
|
|
Media Placement
|
TOINENPHD Helsinki, FINLAND
|
|
Production
|
HASAN & PARTNERS Helsinki, FINLAND
|
|
Production 2
|
D8 PRODUCTION Helsinki, FINLAND
|
|
Production 3
|
FILMO Helsinki, FINLAND
|
Credits
| Mikael Nemeschansky |
hasan & partners |
Creative director |
| Kari Puumalainen |
hasan & partners |
Creative |
| Jaakko Utter |
hasan & partners |
Creative |
| Antti Kaarto |
hasan & partners |
Creative |
| Noora Kirjavainen |
hasan & partners |
Digital creative |
| Gustaf From |
hasan & partners |
Client Services Director |
| Maija Nikkonen-Hilli |
hasan & partners |
Account manager |
| Johanna Puolakka |
hasan & partners |
Production AD |
| Henna Siitonen |
hasan & partners |
Production AD |
| Susanna Saarela |
hasan & partners |
Account manager |
| Marc Stevenson |
hasan & partners |
Executive producer |
| Enni Linnus |
hasan & partners |
Production manager |
| Santeri Enstedt |
D8 Production |
. |
| Jarmo Lehti |
Filmo |
. |
| Kim Karlsson |
Filmo |
. |
| Hanna Forsström |
Pohjola Vakuutus Oy |
Director, Digital Channels & Marketing |
| Terhi Wimmer |
Pohjola Vakuutus Oy |
Head of Marketing and Digital sales |
| Anna Hanström |
Pohjola Vakuutus Oy |
Marketing Manager |
| Monica Grims |
Pohjola Vakuutus Oy |
Designer |
| Maria Jernström |
Pohjola Vakuutus Oy |
Brand Manager |
| Teemu Neiglick |
ToinenPHD |
Marketing Architect |
| Minna Laine |
ToinenPHD |
Account Manager |
| Lisa Place |
ToinenPHD |
Video planner |
| Mari Härkisaari |
ToinenPHD |
Video planner |
| Antti Hiltunen |
ToinenPHD |
YouTube specialist |
| Tytti Tyrkkö |
ToinenPHD |
Social media specialist |
| Timothy Petersen |
. |
. |
Background
The insurance business is a very conventional category. All the companies communicate about same things. It’s a very cold and distant world which is surrounded negativity.
Pohjola Insurance set out to change this. It saw a huge possibility to differentiate and position itself as a company that is all about the positive things about life.
Describe the strategy
The core target audience of the campaign was young people. For them life is full of possibilities and they want to connect with brands that see the world the same way. When most of the insurance companies target people in the significant life events with a message that is about minimizing risks, we saw an opportunity to be relevant every day with a message about taking your life by the throat and living life to the fullest every day.
Describe the execution
We did a series of films online about two fellows (Mike and Jonathan) who get reborn over and over, but never as humans. They realize how much they left undone in their human days. The payoff “You only have one life. Live it” was a call to action to start living. The films were run on YouTube, FB and Instagram.
List the results
The online videos were a part of a bigger launch campaign which was a huge success.
Awarness went up from 39% to 66% making Pohjola Insurance the second in the market.
Online sales went up 20% during the campaign.
The videos reached almost a million people( in a country of 5,5 million) with 6436 reactions and 2321 shares.