Cannes Lions
CHEIL OPENTIDE, Beijing / TAIKANG LIFE INSURANCE / 2014
Overview
Entries
Credits
Execution
We utilized the advertising program in some frequently used APPs. Such as “China daily weather report”, “51 Book store” etc. The ad will be implanted when user update their APPs.
Only when the phone’s gyroscope senses gravity acceleration, the ad will be activated
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.
Outcome
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 ads.
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