Title | TAIKANG MOMENT |
Brand | TAIKANG LIFE INSURANCE |
Product / Service | ACCIDENT INSURANCE |
Category | A05. Use of Other Digital Solutions in a Direct Campaign |
Entrant | CHEIL OPENTIDE Beijing, CHINA |
Entrant Company | CHEIL OPENTIDE Beijing, CHINA |
Advertising Agency | CHEIL OPENTIDE Beijing, CHINA |
Name | Company | Position |
---|---|---|
Kimmy Liu | Cheilopentide | Group Creative Director |
Willam Zhou | Cheil Opentide | Programmer |
Juice Wu | Cheil Opentide | Traffic Co/Ordinator |
Suyuan Li | Cheil Opentide | Flash Designer |
David Zhang | Cheil Opentide | Account Director |
Problem: As an advertiser, Taikang insurance has implemented numerous mobile advertisements. However, people have usually ignored these ads. Our Brief: How can an unforgettable message be created on mobile to persuade consumers to purchase insurance through mobile phone? Strategy: In order to find a connection to engage our consumer's emotion and the product, we shifted our focus into finding the appropriate moment to advertise, as opposed to finding an advertising space.
The insurance ad occurred at the moment when you drop your mobile phone. People will experience the whole emotional cycle of an accident through a simulation, during which, we will promote our product, and persuade the consumer to purchase the insurance through mobile phone right away. We utilized the advertising program in some frequently used APPs. Only when the phone’s gyroscope senses gravity acceleration, the ad will be activated
Instead of finding a suitable advertising space, we shifted the focus to finding the appropriate moment to advertise. 1)The moment is..."When you drop your mobile phone" People always rush to pick up their mobile phones when they accidentally drop to the floor, table, or any other surface. Finding out whether or not the screen has cracked or phone been damaged would cause anyone to worry. 2)But, A second later, the fake cracked screen gradually returns to normal! At this point, text will appear from Taikang Advertising: "We'll be there to protect you after an accident" "Taikang Life Insurance "
During the campaign period, the Online purchase conversion rate after browsing ads increased by 120% compared to the previous year, leads to 100,000 online orders. The change from position to timing made all the difference in creating a successful ad.