smile.direct – Autumn campaign 2015
Eye-catching cross media campaign for high branding impact
At a glance
- 01The challengeEnhancing brand visibility and boosting insurance closures
- 02Our approachLoud, provocative and attention-grabbing campaign
- 03Das ErgebnisMeasurable success: +50% more insurance closures
Sector
- Insurance
Disciplines
- Conception
- User Experience & Design
- Content: Creation & Migration
Year
- 2015
Tech Stack
- Cross medial positioning of the ads
Services
- Digital Marketing
The challenge
In January 2015 Merkle launched an image campaign focused on direct insurances for its long term client smile.direct. After the successful implementation of this direct marketing campaign Merkle also developed a campaign focused on the product smile.car (car insurance) during the insurance switch period.
The campaign aimed to achieve the following goals:
- Enhancing the visibility of the brand smile.direct
- Increase of sales (boosting insurance closures)
- “Top of mind” positioning with the customer during the insurance switch period
- Tie in/ up with the existing image campaign
- Sustain existing performance advertising activities
Our approach. Loud, provocative and attention-grabbing campaign.
Cross-media advertising for smile.car.
The cross-media campaign focused on the main product smile.car and picked up on the core essence of the successful annual campaign: loud, provocative and attention-grabbing.
Central to success: the selection of placements.
The campaign focuses on premium placements on news sites with high-reach, comprehensive offline measures such as out-of-home placements and video ads in public spaces as well as the distribution of a social media viral video.
The result. High reach and a positive branding effect
In addition to a significant increase in the conversion rate of advertising media and a great positive response from the community, the integrated campaign showed measurable successes:
more insurance closures.
50.0%more visitors on the website.
160.0%views of the social media videos
200.0k +
