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<\/figure>\n<\/figure>\n\n\n\nTarget group <\/h4>\n\n\n\n
The campaign was targeted at men and women above 25 years of age in the consumer segment \u2013 B2C, as well as insurance agents in the business segment \u2013 B2B, who are essential in providing information to customers and concluding insurance contracts. <\/p>\n\n\n\n
The overarching campaign idea <\/h4>\n\n\n\n
We first designed the overarching creative solution based on the main message \u201cBecause I\u2019m a miracle of life\u201d, which then provided the basis for designing materials for traditional and online channels and creative advertising. The campaign was designed around four characters representing different target groups \u2013 a father, a girl, a grandmother and a student. We wanted to create a bond between the institution (Merkur insurance company) and the target audience by having key marketing messages communicated by people to whom the target audience could relate, and not by the insurance company. We linked the birth of a child with Merkur\u2019s rebirth and its new corporate identity.<\/p>\n\n\n\n
Guerrilla activation \u2013 reveal of the logo <\/h4>\n\n\n\n
The client\u2019s brief included the wish to present the logo with the slogan \u201cBecause I\u2019m a miracle of life\u201d, and to put humans, a miracle insured by Merkur, at the center. The challenge was to present the logo to the general audience differently, so it will leave a lasting impression. We decided to stage a guerrilla intervention, giving parts of the logo to six dancers who performed to a carefully designed choreography. We chose locations frequented by the target group; dancers entered from six directions, each carrying one part of the logo, which they put together in the center while dancing to an attractive choreography. <\/p>\n\n\n\n
The objective was to create an appealing activation and a surprise that passers-by could share with their social media followers, while promoting the new brand identity and engaging the target audience with a vertical jigsaw made from cubes with the logo printed on two sides. Families had to piece together the jigsaw puzzle so that it showed the entire logo. The hostess presented those completing the task successfully with a small gift \u2013 a bag with a Merkur-branded jigsaw puzzle. The activation was accompanied by posts on social and other media. These activations were staged in Ljubljana, Maribor and Koper on locations frequented by families (parks, playgrounds). <\/p>\n\n\n\n
Social responsibility and sustainability: <\/h4>\n\n\n\n
The strategic objective of socially engaged activations as part of the campaign is to carry out positive sustainably-oriented and socially responsible projects, as well as to raise awareness and modify internal processes for more sustainable operations. Caring for people and the environment and giving back to the community where you operate \u2013 taking the step forward and actually doing the good deeds that contribute to a better tomorrow. We designed these actions in collaboration with several organizations and initiatives whose past actions had earned them people\u2019s trust. We focused on health: OnkoMan, sustainable projects: Ecologists without borders, Treecelet and social responsibility projects: the Zgodbe \u010dude\u017eev Slovenije (Stories of miracles of life) initiative and Lunina vila institute. <\/p>\n\n\n\n
Results <\/h4>\n\n\n\n
The campaign grew into a message that significantly increased consumers\u2019 interest in the Merkur brand, which means that the campaign included those essential elements needed to guarantee the success of the advertising campaign and fantastic results. <\/p>\n\n\n\n
The number of individuals who said they saw the TV ad exceeded the target by 22%. Ads on illuminated displays and Gigaboards reached almost 18 million eye contacts, and the recall for billboards was above average in the 25\u201329 age group with 59%, as well as in the 40\u201349 group with 48%. <\/p>\n\n\n\n
Throughout the advertising period, the ads were shown on Google, Facebook and YouTube almost 12 million times, generating almost 50,000 clicks on ads. <\/p>\n\n\n\n
<\/p>\n","protected":false},"excerpt":{"rendered":"
One of the largest Slovenian insurers entrusted us with the creative design and production of the entire campaign. Insurance company Merkur decided to accompany the introduction of its new corporate […]<\/p>\n","protected":false},"featured_media":1073,"template":"","meta":{"ngg_post_thumbnail":0},"categories":[],"tags":[],"acf":[],"yoast_head":"\n