Cannes Lions

AS QUICK AS A CLICK

CLM BBDO, Boulogne-Billancourt / AVIVA / 2013

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Case Film

Overview

Entries

Credits

Overview

Description

Eurofil

The specialist of direct insurance in France is a company of AVIVA Group.

Leboncoin.fr

The 1st classified ads French website between private individuals (more than 18 million of visitors per month)

The Objective:

Eurofil wanted to convince consumers to insure their goods, making them realize it’s important to be well protected

Target audience & relationship w/ the brand:

Consumers that usually don’t think to insure their goods.

Insight

It’s at the closest from the act of buying, when we covet goods that seem to us to have a big value, that we are the most receptive to the importance of being insured.

Media execution

At a message on a traditional channel, we have decided to develop the first

editorial organic advertising campaign on the 1st classified ads French website.

The message has been integrated at the heart of the consumer journey to have a bigger impact than in traditional communication.

And the experience has been developed at a moment of truth: a moment when people covet goods, on the leading classified ads French website, at the closest from the act of buying (and so from the insurance choice).

Execution

We posted 1035 false classified ads on leboncoin.fr, and as much banners, during 3 weeks.

The campaign has run according to the original plan.

When outlining the situation, problem or opportunity that elicited the need for this PR campaign it was, the specific target of people who did not place high importance on insuring their goods

Outcome

• The banner has been clicked 3.5 more times than

a regular banner.

• + 1600% of tweets about the experience lived by web users.

• Number of visitors on eurofil.com increased by 8.

• Time spent on eurofil.com increased by 5

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