MOBILIAR - MOVING BOX FURNITURE

Short List
TitleMOBILIAR - MOVING BOX FURNITURE
BrandDIE MOBILIAR
Product/ServiceMOBILIAR YOUTH INSURANCE
Category B04. Packaging Design
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

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.