KSB/SJ invites Axa to a hug
In its ads and radio spots, Axa Winterthur invites people to take a photo of the object of their affection and upload it to a website. With this, the agency Krieg Schlupp Bürge/Springer & Jacoby continues the “hugging” concept of the Axa campaign.
Since early summer, the insurance company Axa Winterthur has been advertising with the brand message "You love it. We insure it". The Zurich agency Krieg Schlupp Bürge/Springer & Jacoby derived a hug concept from this: for example, a car enthusiast hugs his horsepower sled. The embrace is now open to everyone: Ads and radio spots invite people to take pictures of the object of their love and upload them to the website Sie-lieben-es.ch. "The response to this cross-media campaign has been very good," says Uwe Schlupp from KSB/SJ. After a week, the online gallery contains around 500 hug pictures from around 600 users who have registered from all over Switzerland. "The photos are great proof that the campaign is well known and popular with the public," says Schlupp.
Strikingly, while the KSB/SJ ads advertise unusual objects of love such as punching bags or cars, consumers mainly upload pictures of loved ones or animals to the website. "To attract attention, we naturally had to focus on surprising objects for the campaign. However, it is to be expected that people are particularly interested in their loved ones or pets," explains Schlupp.
The photos can be rated by users, with the ten most popular winning CHF 1,000 and being published on a national double-page ad in mid-December. The campaign will run until December 6 and will be accompanied by two radio spots, national advertisements and online advertising. In addition, special advertisements can be seen in free newspapers: A heart appearing prominently in the editorial section, simply labeled with the address Sie-lieben-es.ch, is intended to attract readers to the photo page.
Responsible at Axa Winterthur:
Markus Keller (Head of Marketing), Mélanie Diserens (Head of Advertising and Branding), Linda Demuth (Junior Manager Advertising and Branding). Responsible at KSB/SJ: Uwe Schlupp (Creative Direction), Robin Strebel (Art Direction), Beat Egger (Text), Christoph Bürge (Consulting Management), Ray Immoos, Monika Gut (Consulting), Nadia Bachmann (DTP), Mathias Zuppiger (Photo), Technical Implementation: Include 7, Lithographer: RTK Kloten, Media: Initiative Media Western, Radio production: Jingle Jungle.
Strikingly, while the KSB/SJ ads advertise unusual objects of love such as punching bags or cars, consumers mainly upload pictures of loved ones or animals to the website. "To attract attention, we naturally had to focus on surprising objects for the campaign. However, it is to be expected that people are particularly interested in their loved ones or pets," explains Schlupp.
The photos can be rated by users, with the ten most popular winning CHF 1,000 and being published on a national double-page ad in mid-December. The campaign will run until December 6 and will be accompanied by two radio spots, national advertisements and online advertising. In addition, special advertisements can be seen in free newspapers: A heart appearing prominently in the editorial section, simply labeled with the address Sie-lieben-es.ch, is intended to attract readers to the photo page.
Responsible at Axa Winterthur:
Markus Keller (Head of Marketing), Mélanie Diserens (Head of Advertising and Branding), Linda Demuth (Junior Manager Advertising and Branding). Responsible at KSB/SJ: Uwe Schlupp (Creative Direction), Robin Strebel (Art Direction), Beat Egger (Text), Christoph Bürge (Consulting Management), Ray Immoos, Monika Gut (Consulting), Nadia Bachmann (DTP), Mathias Zuppiger (Photo), Technical Implementation: Include 7, Lithographer: RTK Kloten, Media: Initiative Media Western, Radio production: Jingle Jungle.
