2020 Brand Experience & Activation

MOBILIAR - MOVING BOX FURNITURE

TitleMOBILIAR - MOVING BOX FURNITURE
BrandDIE MOBILIAR
Product/ServiceMOBILIAR YOUTH INSURANCE
Category C04. Competitions & Promotional Games
Entrant JUNG VON MATT/LIMMAT Zürich, SWITZERLAND
Idea Creation JUNG VON MATT/LIMMAT Zürich, SWITZERLAND
Credits
Name Company Position
Dennis Lück Jung von Matt/Limmat AG Chief Creative Officer
Sören Schröder Jung von Matt/Limmat AG Creative Director
Regine Cavicchioli Jung von Matt/Limmat AG Senior Art Director
Patrick Müller PaMu Design Product Designer
Boris Stoll Jung von Matt/brandidentity Designer
Cla Campell Jung von Matt/Limmat AG Copywriter
Merlin Obrero Jung von Matt/Limmat AG Graphic Designer
Dennis Hofmann Jung von Matt/Limmat AG Planner
Florence Scherer Jung von Matt/Limmat AG Junior Planner
David Hanselmann Jung von Matt/Limmat AG Senior Art Director
Jasmin Jost Jung von Matt/Limmat AG Account Manager
Valeria Vuckovic Jung von Matt/Limmat AG Junior Account Manager

Why is this work relevant for Brand Experience & Activation?

Swiss Mobiliar is the oldest insurance provider in Switzerland, offering a range of products and services – including for young people. Unfortunately, young people are not interested in insurance. To change that, we developed an innovative idea: moving box furniture, the first moving boxes that you can use as furniture after you move. We placed these boxes at the centre of an integrated campaign played out via numerous channels in target-group-relevant environments. This enabled us to create real added value for the target group and thereby achieve first place in spontaneous awareness.

Background

Swiss Mobiliar may be Switzerland’s oldest insurance company, but it has a range of products and services for young people (aged 18 to 26), including in the areas of living and moving. Unfortunately, the target group is unaware of this – and that is what we want to change. We are looking for an idea to bring Swiss Mobiliar into the relevant set of young people.

Describe the creative idea (20% of vote)

We developed a special type of moving box: moving box furniture, the first moving boxes that you can use as furniture after you move. These were the focus of an integrated campaign that was played out via numerous channels in target-group-relevant environments. The moving boxes provided the young target group with practical added value, both when moving and furnishing their first apartment.

Describe the strategy (20% of vote)

Target audience: Young people (aged 18 to 26), who move into their first own apartment and are in need of an own insurance, for the first time in their life. Our approach was to create real added value for the target group and thereby achieve first place in spontaneous awareness.

Describe the execution (30% of vote)

We developed an innovative idea: moving box furniture, the first moving boxes that you can use as furniture after you move. We placed these boxes at the centre of an integrated campaign played out via numerous channels in target-group-relevant environments. The campaign ran in September and October 2019. We used paid, owned and earned media, including display ads, true view formats, social media, newsletters and collaborations with digital Swiss media.

List the results (30% of vote)

The results: 8,115,436 impressions 579,633 social interactions 26,981 leads Spontaneous awareness within the young target group: first place