Media > Use of Media
IUM, Stockholm / SKANDIA BANK / 2013
Overview
Credits
Effectiveness
Is it possible to break trough in a media landscape that is cluttered with competitors? Is it possible to reach a target group that is constantly being replaced and requires an always on-strategy? Is it possible to do this with a limited budget?
It is.
- In the first four months our 60.000 visitors spent in average 4 minutes on the site.
- 69% of out visitors found their way via search engines keeping our advertising cost to a minimum.
Execution
With the target group constantly being replaced Skandia needs to be present every hour of every day. A cluttered media landscape and a tight budget doesn’t improve the chance of success.
One challenge every soon-to-be-parent is facing is naming their kid. And it might be hard getting along. That’s why we created The Name Generator, an online service that helps you find a name that both you and your partner can agree on. It’s relevant, inspiring and it gave us a chance to talk about the importance of insurance without being too explicit.
When researching soon-to-be-parent’s behaviour, we found that search engines is the main channel for information and inspiration. So we focused our efforts on SEO/SEM and added a few large format ads on relevant sites and in magazines during the launch. This gave Skandia the possibility to talk about their free maternity insurance every day of the year.
Strategy
Skandia offers soon-to-be-parents a free maternity insurance. The problem is that hardly anyone knows of this insurance. How can we change that? We faced four main challenges:
- Cluttered and limited number of channels targeting soon-to-be-parents
- The target group is constantly being replaced
- The insurance is free of charge so they have a limited budget
- The subject of insuring your unborn child is sensitive
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