A mobile campaign for parents
MOBILE Serranetga was commissioned by Mobiliar to anchor the positive image of the insurance company among families. Instead of a traditional advertising campaign, the concept with "Mimo's bedtime stories" focuses on a mobile app that offers parents exciting stories to read aloud. In addition to the communication concept, Serranetga is also responsible for the development of the app. In addition to the bedtime stories, the app provides useful information about Mobiliar's insurance products and their benefits for families. Ten stories are currently available, and ten more will be added by the end of the year - from "Mimo in kindergarten" to "Mimo meets Santa Claus". As a special highlight, the stories are accompanied by sounds that can be played with a tap of the corresponding button. For example, a dog barks or a cow moos when Mimo has an adventure on the farm.The media strategy, for which Serranetga is also responsible, includes app store optimization, app install ads, generic image/text ads, a landing page including a competition, collaborations with various family magazines, social media activities, search engine advertising and a display campaign. All of these measures contributed to the app taking first place in the iTunes Store in the books category after just a few days.Sarah Pittet, Advertising Project Manager at Mobiliar, is delighted: "Thanks to the Serranetga concept, the emotionalization of the brand among families is being further promoted and involvement is being strengthened through a sympathetic appearance. At the same time, the existing family mascot Mimo will become more widely known."
