Smart Heroes
Client: AnderZorg
We realized 32.780 new eBuyers in 60 days and won the Silver Spider Award for Best Crossmedia campaign.
1. Challenge
Our challenge was to raise prompt awareness for health insurance company AnderZorg with 10% and to acquire 25.000 new customers via the internet in 60 days, with a budget of 1 million euros, within a 18 to 35 year old target audience in the Netherlands.
2. Strategy
Insights: to our target audience, health care insurance is a mandatory but no interest product that is way too expensive. We had to position AnderZorg as a challenging price-fighter. We used extraordinary courageous creations and a media-mix with accountable media only.
3. Concept
We created the over-the-top superhero Mister AnderZorg. He explained that other insurance companies had been spreading fairytales about their products. He was the only true hero that could create magical low prices and provoked people to enjoy his entertainment platform.
4. Use of media
We decided to spent 70% of the media budget on a 360 digital campaign, which included viral commercials (diverse viral commercial laten zien), e-mail, mobile, search and affiliates. The other 30% we spent on amazing radio commercials and print ads.
5. Results
The campaign broke all records. It reached over 3 million people and gained 865.000 unique visitors to the website. A Mextrix Lab brand tracking study showed a lift in prompt awareness of 16%. The website hit an amazing conversion rate of 3,8%. Thats why we did not hit 25.000 new customers, but 32.780. And that in just 60 days. The campaign won the Silver Spider Award for Best Crossmedia campaign.
Smart Heroes
Client: AnderZorg
We realized 32.780 new eBuyers in 60 days and won the Silver Spider Award for Best Crossmedia campaign.
-/ More info