MOBILIAR - MOVING BOX FURNITURE

Short List
TitleMOBILIAR - MOVING BOX FURNITURE
BrandDIE MOBILIAR
Category E04. Consumer Durables
Product/ServiceMOBILIAR YOUTH INSURANCE
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

Background

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. That's what we want to change: We are looking for an idea to bring Swiss Mobiliar into the relevant set of young people. Therefore 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.

Describe the creative idea (40% 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 (adults 18-26) with practical added value, both when moving and furnishing their first apartment.

Describe the execution (40% of vote)

We developed an innovative idea: moving box furniture, the first moving boxes that you can use as furniture after your move to a new apartment. The boxes are real moving boxes, which can carry a maximum weight of 20 kg. The boxes are made of typical cardboard with white design elements. They come in the standard format. The design works in two dimensions. Firstly, as an assembly instruction. You can easily see, which boxes have to be put together to create one piece of furniture. Secondly, the white graphic elements create a fresh look on the assembled furniture. The difficulty was the limited space on the boxes for the single construction parts. Also the "Furniture Pieces" mustn't affect the stability of the moving boxes. We placed these boxes at the centre of an integrated campaign played out via numerous channels in target-group-relevant environments.

List the results (20% of vote)

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