Namics creates cross-channel fall campaign for Smile.direct
Based on the jointly developed guiding principle «Good insurance. It’s that simple,» Namics is creating a cross-channel campaign for the Swiss direct insurer Smile.direct. In addition to broad-based digital initiatives, the campaign was extended to include innovative out-of-home formats.
Smile.direct Insurance and Namics are continuing their partnership and jointly launching a new fall campaign. The campaign focuses on auto insurance. Smile.car, which is promoted across multiple media channels. To not only stand out visually but also increase the campaign’s effectiveness, the customer journey targeting approach is used. The goal of this method is to address consumers with a tailored message at every stage of the customer lifecycle. This is intended to increase the visibility of the advertising materials.
This concept is implemented through a wide variety of out-of-home advertising measures. These include traditional posters tailored to their surroundings and context. For example, each poster location in cities features specific themes with a regional focus. Posters with relevant damage-related themes are also displayed in parking lots and parking garages. To maximize the advertising impact, new and innovative formats such as escalator ads, ePanels, and Urimat video ads are also being used.
Innovative Digital Formats
In addition to offline initiatives, the campaign relies primarily on digital formats such as display banners and social ads. Here, too, numerous innovative formats are being used. Particularly noteworthy in this context are the Big Stage Ad (see video) and the Scroll Ad (Preview) and Spotify ads (see videos). Thanks to the customer journey targeting approach, digital advertising materials are also customized and precisely targeted to maximize attention.
Person in charge at Smile.direct Insurance: Philipp Stieg (Head of Marketing & E-Commerce), Dominique Lardi (Online Marketing Manager), Jonathan Barreiro (Marketing and E-Commerce Specialist). Person in charge at Equipe: Sandra Fehr (Director of Media & Analytics), Valeria Domingos (Media Consultant). Responsible at Namics: Mark Burow (Head of User & Brand Experience), Anja Schatz and Andrea Bichsel (Art Director), Michèle Motterle and Dario Mühle (Strategy and Consulting).
