Jung von Matt for Mobiliar: Sore muscles at the casino
With a humorously staged campaign centered on this year’s distribution of the surplus fund, Mobiliar has also attracted attention (and caused some confusion) in public spaces. The multi-stage campaign was created by Jung von Matt Limmat.
For this year's campaign to pay out the surplus fund (ÜBF), Mobiliar has attracted public attention. On April 2, for example, an oversized inflatable "sore muscles" could be seen on the facade of the casino in Berne. It was not until the following day that a TV advertisement clarified the situation: The hangover was part of a broad-based campaign that was accompanied by attention-grabbing campaigns as well as traditional and digital channels.
At the same time, a CGI video circulated showing the famous Geneva Jet d'Eau spouting its water into the lake diagonally instead of vertically. Both elements formed the prelude to a multi-level story about small mishaps - triggered by the joy of the repayment from the Mobiliar surplus fund. This year, insured persons with household, building or legal expenses insurance are the lucky recipients of the premium rebates.
The resolution followed via commercials, posters and social media formats that continued the respective narrative. "Telling a story over several days, using different instruments and via different channels is challenging. But of course it's also rewarding, because this multi-stage narrative makes the messages more memorable," says Anouk Karrer from Jung von Matt Limmat.
Since 2024, communication on the premium distribution has also been told under the concept "Dear Mobiliar ...". In everyday scenarios, charming and clumsy protagonists cause minor accidents due to their euphoria about the premium discount.
The concept was rolled out across all media: In addition to the attention-grabbing campaigns, the TV commercials "Jet d'Eau" and "Muskelkater", the concept was staged on social media in line with the channel. Eight films, which quote popular formats such as GRWM, ASMR or Outfit Swap, attract attention by integrating themselves organically into the feeds. And only turn out to be advertising in the second step.
The posters then play again with other motifs of carelessness that arise from the joy of the distribution of the surplus fund. For example, unforeseen events occur in a kitchen and an art gallery.
Hanna Poffet from Mobiliar comments: "Mobiliar's advertising has relied heavily on humorous storytelling for over 25 years. We have staged this in all the dimensions of time, space and platforms available to us, bringing us one step closer to our customers."
Customer: the furniture. Agency: Jung von Matt Limmat. External partners:inside: Pumpkin Film, Frieder Wittich, Rur, La Famiglia, Jingle Jungle, Sebahat, Jonathan Heyer, Blish, JellyJelly, Jung von Matt Impact, Mediaschneider.
