JWT/Fabrikant: Viral spot for Groupe Mutuel
Groupe Mutuel is launching a legal protection insurance policy to combat the rise in cybercrime. The agency JWT/Fabrikant was tasked with promoting this new insurance product and raising public awareness of digital threats.
Cybercrime is on the rise in Switzerland. The methods used by fraudsters are becoming increasingly sophisticated and the consequences for those affected range from financial losses to reputational damage. Groupe Mutuel is responding to this development and, with Legisdigit, is the first insurer in Switzerland to launch legal protection insurance against digital risks, as detailed in a press release.
JWT/Fabrikant is not advertising the new insurance in the traditional way, but with a viral spot. The commercial is set in Zurich main station and confronts unsuspecting passers-by with the risks of data misuse in a very direct and striking way. The message: your own digital identity can very easily be misused and it is worth taking out insurance to protect yourself from the consequences. The viral achieved over 50,000 views in the first few days.
Responsible at Groupe Mutuel Insurance: Olivier Revaz (Head of Marketing), Serge Grand (Head of Advertising), Eric Piguet (Head of Web & E-Commerce). Responsible at JWT/Fabrikant: Remy Fabrikant (overall responsibility), Martin Bettler (creative director, art direction), Monica Miraldi (client service director), Denise Paluselli (consulting) Mihoko Homma (strategy), David Guntern (image editing/DTP), Great Pictures (agency producer/art buying). Responsible Playground Media: Rudolf Isler (producer) Jürg Ebe (director) Michael Schindler (camera), Petra Beck (editor). Responsible at Scandola: Nicolas Pittet (overall responsibility).
