Mobiliar's youth campaign goes online
In early November, Mobiliar launched its digital campaign targeting teenagers and young adults. Developed and implemented by Wirz, the campaign draws on the well-known mechanics of the umbrella campaign but brings them closer to the everyday reality of the young target audience—both in terms of subject matter and media.
At the heart of the campaign are six "Dear Mobiliar..." spots, which will be shown as instream ads on YouTube and as InRead video ads. They are intended to give young people an understanding of Mobiliar's brand promise ("We help quickly and straightforwardly.") in the usual likeable way. In contrast to the spots of the umbrella campaign, the short fail videos are much younger and more authentic - of course introduced with the famous words "Dear Mobiliar...".
The second pillar of the campaign is the so-called help videos: A series of YouTube clips in which the most important questions about insurance are answered briefly and succinctly. The style is what young people are used to from their daily media consumption: short, quick and funny.
And as a third pillar - and for all those who not only like to laugh at others, but also at themselves from time to time - there is a fail generator on Mobiliar's youth page. With it, anyone can put themselves in a fail video and then share it with their friends and the world via social networks. With just a few clicks, users can cut their face into a specially produced dance video, break a lot and become the star of their own fail video. Because even that is possible thanks to Mobiliar: quickly and easily.
These three pillars are flanked and supported by display banners and social media ads, which also draw attention to the attractive conditions and various additional benefits for young people up to 26. They are also presented in Mobiliar's usual style - based on the communication of the umbrella brand - as damage sketches.
Responsible at Die Mobiliar: Frédéric Zürcher; Head of Marketing Communications, Nicole Bieri; Marketing Communications Specialist, Lina Moro; Web Projects Specialist. Responsible at Wirz: Livio Dainese; CCO, Fernando Perez; ECD, Caspar Heuss; CD, Luca Schneider; AD, Alessandro Reintges, Roger Krage; Text, Stephanie Lüscher; Graphics, Gordon Nemitz, Henrik Zapp; Strategy, Yves Rückert, Pascal Fussen, Manuela Bührer; Consulting, Adrian Huwyler, Calvin Kröhne; Digital, Nicole Suter; Art Buying. Responsible at Mediaschneider: Nadine Müller; Consulting Group Manager, Martina Garcia; Media Consultant, Viola Riesen; Consultant Interactive, Nina Hoss; Planner Interactive. Responsible at film production Dynamic Frame: Tillo Spreng; director, Luzius Fischer; producer, Jonas Fischer; camera, Jonas Ulrich; editor. Responsible for programming Y7K: Yassine Bakiri, Ruben Feurer, Joris Noordermeer, Yves Sinka.
