Title	MOBILIAR - MOVING BOX FURNITURE
Brand	DIE MOBILIAR
Product/Service	MOBILIAR YOUTH INSURANCE
Category	B04. Packaging Design
Entrant	JUNG VON MATT/LIMMAT Zürich, SWITZERLAND
Idea Creation	JUNG VON MATT/LIMMAT Zürich, SWITZERLAND

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

Cultural / Context information for the jury

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.

Translation. Provide a full English translation of any text.

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

Tell the jury about the art direction.

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.