ZURICH THINGS HAPPEN

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: ZURICH INSURANCE
Product/Service: ROADSIDE RECOVERY INSURANCE
Agency: OGILVY FRANKFURT
Date of First Appearance: Mar 8 2009 12:00AM
Entrant Company: OGILVY FRANKFURT, GERMANY
Entry URL: http://www.ourwork.de/zurich/thingshappen/
Executive Creative Director: Michael Kutschinski (Ogilvy Frankfurt)
Creative Director: Dr.Ulf Schmidt (Ogilvy Frankfurt)
Creative Director: Uwe Jakob (Ogilvy Frankfurt)
Art Director: Alexander Brandenburger (Ogilvy Frankfurt)
Junior Art Director: Julia Scherer (Ogilvy Frankfurt)
Copywriter: Ralf Schulte (Ogilvy Frankfurt)
Motion Graphics Designer: Ralf Zimmermann (Ogilvy Frankfurt)
Account Executive: Sascha Riedel (Ogilvy Frankfurt)
Group Head of External Marketing: Emmanuel Klotz (Zurich)
Media placement: Online - Banner - Online At Yahoo - 08.03.2009

Describe the brief/objective of the direct campaign.
Users should recognize that Zurich HelpPoint is close at hand and takes care of you in the event of an accident. And that can happen really fast.

Explain why the creative execution was relevant to the product or service.
People like to ignore the risks when you try to tell them that they have to protect themselves. But accidents happen when you least expect them to. That’s why we make an accident very tangible in an area you feel safe, at home or at your office. And that’s what Zurich does – helping in your moment of need.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Bad luck! Most accidents happen when you least expect them to. And that’s what we demonstrate in a very tangible way: when online users try to open their Yahoo! mail account, the mailbox falls down and smashes a car in the banner below. Fortunately, the Zurich HelpPoint people react quickly. They recover the damaged car and arrange repairs in an instant.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With a superior click rate of 1.7%, online users were driven to the Zurich HelpPoint homepage