LIFE DIRECT - R.I.P SIMON|活动,海报/平面|广告营销案例【ADGuider广告指南】

生活直接-r.I.P 西蒙

案例简介：为什么这项工作与媒体相关？通过使用有针对性的媒体公开和意外地杀死我们的品牌吉祥物，我们将潜在客户带到了一个模拟的旅程，即突然失去与他们亲近的人。从死亡，到哀悼，到人寿保险索赔，每一个渠道都在实施，让冷漠的年轻新西兰人亲身了解人寿保险的重要性,因为当他们自己去世，离开亲人的时候。背景 LifeDirect 是新西兰领先的人寿保险聚合网站。近十年来，这个品牌的面孔一直是他们默默无闻的吉祥物 “懒汉西蒙” -- 一个昏昏欲睡、充满活力的角色，毫不奇怪，他已经失去了相关性。我们的任务是重振品牌，在 25 - 35 新西兰人中推动线索、意识和网络流量; 为家属的利益为自己投保的责任越来越大的人口。问题是，他们认为死亡是一个遥远的、无关紧要的问题。就这一类别而言，2016年，新西兰在 31 个经合组织国家中获得的保险排名第三。作为新西兰领先的人寿保险比较网站，LifeDirect 汇集了许多不同品牌的保单，因此他们希望从对整个类别的兴趣增加中获益。描述创意/见解 (30% 的选票) 作为生活的不可预测性和人寿保险的重大好处的实时展示，我们杀死了我们的长期吉祥物西蒙。过去的竞选研究表明，新西兰人不知道西蒙代表什么，也不知道他为什么与人寿保险相关; 他们知道他是 “电视上的树懒”，但无法将他与品牌联系起来。他很出名，我们可以杀了他，也很模糊，人们不会拿它来反对我们。我们处于一个独特的位置，我们不仅可以象征性地杀死吉祥物，还可以字面上杀死吉祥物。没有多少品牌可以逃脱这一点 a) 因为他们的吉祥物受到喜爱，b) 死亡与他们的类别无关。描述策略 (20% 的选票) 策略很简单: 利用媒体带冷漠的消费者踏上失去亲近的人的旅程。描述执行情况 (20% 的选票) 首先，我们在 “直播” 电视上把西蒙推下悬崖 -- 黄金时段的 25 个国家频道，只播出了一次 -- 留给观众的只有未回答的问题。正如预期的那样，这激起了社交媒体的 “wtf” 风暴。第二天，我们在国家日报上发表了一整页的讣告，宣布西蒙已经去世，但他没有具体说明他的人寿保险受益人。这得到了数字户外和 LifeDirect 员工社交频道的 “纪念视频” 的支持。“Knew” 西蒙的新西兰人随后被邀请分享他们与他的关系的故事，以便赢得一部分支付。也许你是他失散已久的双胞胎？还是他在海军服役时的前情人？除了通过入境者的社交渠道分享故事外，微型网站基本上是数据收集、收集电子邮件地址和完成后将访问者重定向到 lifedirect.co.nz 的中心。列出结果 (30% 的选票) 网站流量增加 32% (lifedirect.co.nz) 品牌偏好增加 44% 17,000 多个微型网站访问量 8,691 个唯一条目报价增加 9.6% 1270万次印象

生活直接-r.I.P 西蒙

案例简介：Why is this work relevant for Media? By using targeted media to publicly and unexpectedly kill our brand mascot, we took potential customers on a simulated journey of what it’s like to suddenly lose someone close(ish) to them. From death, to mourning, to life insurance claim, every channel was implemented to make apathetic young New Zealanders understand the importance of life insurance first-hand, for when they themselves pass away and leave loved ones behind. Background LifeDirect is New Zealand’s leading life insurance aggregation website. For almost ten years, the face of the brand has been their obscure mascot ‘Simon the Sloth’ – a lethargic, animated character who, not surprisingly, had lost relevance. We were tasked with reinvigorating the brand, and driving leads, awareness, and web traffic amongst New Zealanders 25 – 35; a demographic with an ever-increasing responsibility to insure themselves for the benefit of their dependents. The problem is, they view death as a distant, irrelevant issue. As far as the category is concerned, in 2016, New Zealand had the third lowest uptake of insurance among 31 OECD countries. As New Zealand's leading life insurance comparison site, LifeDirect aggregates policies from many different brands, so they looked to benefit from increased interest in the category as a whole. Describe the creative idea/insights (30% of vote) As a real-time demonstration of the unpredictability of life, and the significant benefits of life insurance, we killed our longstanding mascot, Simon. Past campaign research showed that New Zealanders didn’t know what Simon stood for, or why he was relevant to life insurance; they knew him as ‘that sloth on tv’ but couldn’t link him to the brand. He was well-known enough that we could kill him off, and ambiguous enough that people wouldn’t hold it against us. We were in a unique position where we could kill a mascot not just figuratively, but literally. Not many brands can get away with that a) because their mascots are loved and b) death isn't relevant to their category. Describe the strategy (20% of vote) The strategy was simple: use media to take apathetic consumers on a journey of losing someone close(ish) to them. Describe the execution (20% of vote) First up, we pushed Simon off a cliff on ‘live’ TV – 25 national channels during primetime, aired just once - leaving viewers with nothing but unanswered questions. As intended, this whipped up a social media ‘WTF’ storm. The following day, we published a full-page obituary in the national dailies, announcing that Simon had died, but he’d failed to specify his life insurance beneficiaries. This was supported by digital outdoor and a 'memorial video' from LifeDirect staff on their social channels. Kiwis who ‘knew’ Simon were then invited to share stories about their relationship with him, in order to win a slice of the pay-out. Perhaps you were his long-lost twin? Or an ex-lover from his days in the Navy? As well as sharing the stories via the entrants’ social channels, the microsite was essentially a hub for data collection, gathering email addresses and redirecting visitors to lifedirect.co.nz upon completion. List the results (30% of vote) 32% increase in site traffic (lifedirect.co.nz) 44% increase in brand preference 17,000+ microsite visits 8,691 unique entries 9.6% increase in quotes 12.7 million impressions