Нестандартная реклама "Send A Message To The Future", рекламодатель: AMF, агентство: Forsman & Bodenfors

Название: Send A Message To The Future
Агентство: Forsman & Bodenfors
Рекламодатель: AMF
Страна: Швеция
Сектор бизнеса: Финансовы услуги
Год выхода: 2011
Вид рекламы: Нестандартная реклама

 Describe the brief from the client: Pension funds are a typical low interest subject. To be frank - it`s BORING. It`s very hard to get people engaged. AMF, with the tag line "For the future", usually connects with their clients via direct advertising and ad campaigns talking about the future. This time we were looking for another way to do it.

Creative Execution: It`s a lot more effective to get a message from your friends rather than from a company, and you are more likely to respond, share and let that be a part of the conversation. And by doing this people will start to think about their future which make pensions savings more relevant.

Describe the creative solution to the brief/objective. We got the message out using internet banners. The solution is to get people engaged in their own personal future, and to interact with their friends by sending messages to the future (the messages can be open for the first time in the year 2030). It`s all about getting people to think about their future, and to make them involve their family and friends. Secondly it`s about planting the thought of how your life will be in the future (family, work, economy, etc). 300.000 local page visitors created millions of total contacts via mail, text messages, private messages on Facebook and shared wall posts.

Describe the results in as much detail as possible. Response rate over 40% compared to a business average of 5-6%. 300.000 local page visitors created millions of total contacts via mail, text messages, private messages on Facebook and shared wall posts. But it`s also hard to measure in that way. This is a brand building campaign rather than a classic business response campaign, therefore the lack of figures.

Награды:

• Cannes Lions, 2011 (3 место) Direct Lions (Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media)

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