Glue makes you smart
Wirz Advertising, an agency specializing in insurance, is looking for a way to explain to carefree young people why they should protect themselves against risks.
Insurance company Wirz Werbung is looking for a language to explain to the still carefree youth why risks should be covered Anyone who has children who have just fledged or can still remember their time in their first shared flat, their first hitchhiking vacations or their youthful exploits in the sports club knows that one thing they definitely don't think about in those years is insurance. "The fact is that young people have little interest in dealing with insurance," is the logical conclusion of Wirz Werbung's briefing for a new campaign for its client Mobiliar. Nevertheless: "Shit happens!" - and when the topic of insurance becomes topical in the target group of 16- to 26-year-olds, Mobiliar has to be present at this time.
No matter what happens: If something goes wrong, Mobiliar with its MobiJeunes product line is welcome as a paying savior in an emergency. Wirz Werbung shows what crazy things can happen at this age if you are not careful or risk too much in a fresh and funny campaign for "the insurance for the young" in the Swiss Mobiliar product range.
The provocative statement "Shit happens!" ensures that all subjects stick in the minds of the target group. But it's not just the cheeky slogan. The subjects were also put down on paper in a rather unconventional way. With funny, surprising and bizarre pictures of all sorts of mishaps and accidents, big or small, the creative minds at Wirz quickly make it clear to young people why they can't do without MobiJeunes insurance.
In addition to posters and advertisements, "Shit happens" patches and "Shit happens" warning vests for cars are used below the line. Rescue sleds with the "Shit happens" logo are also planned for the coming winter in the ski resorts.
At www.mobijeunes.ch there is a "Shit happens" internet portal designed exclusively for this campaign. Here, young people can send in funny and quirky photos or videos on the subject and have them rated by others. If it works, a new community of MobiJeunes policyholders will be created here. If the idea is not accepted by the target group, the following also applies to the advertisers in this new experiment: "Shit happens!"
Wirz Werbung took over the campaign with the damage sketches for Mobiliar from Publicis because the agency on Zurich's Theaterstrasse with its
New customers Zurich Insurance
has a competition clause. With MobiJeunes and MobiLife, all Mobiliar products are now bundled in just one agency at Wirz for the first time in the company's history.
The subjects with the "shit" that can happen conceptually continue the idea of damage protocols. The campaign can also be continued endlessly. Instead of being drawn as caricatures, however, the ever-changing cases are now styled like action pictures for young people. "The special approach harbors risks," CD Matthias Freuler is aware. You're treading on super thin ice when you use cool slang to sell such an absolutely uncool product as insurance to young people. If the language is perceived as ingratiating, negative success is inevitable.
To ensure that the form and content are right, the posters are put up as wild posters - in the zones permitted for this purpose. Real "guerilla" bright red stickers are to be placed among young people, who are to post the "Shit happens!" flyers virtually as an apology wherever something has happened, be it parking damage, glass breakage or any other case for liability insurance.
And if they then annoy the adults there, then it could still be this target group that finally comes to the conclusion as parents on behalf of their kids that it would be time to give their son or daughter one of these cool insurance policies from MobiJeunes for the rest of their lives.
Shit also happens to insured persons, but it costs less thanks to MobiJeunes.
No matter what happens: If something goes wrong, Mobiliar with its MobiJeunes product line is welcome as a paying savior in an emergency. Wirz Werbung shows what crazy things can happen at this age if you are not careful or risk too much in a fresh and funny campaign for "the insurance for the young" in the Swiss Mobiliar product range.
The provocative statement "Shit happens!" ensures that all subjects stick in the minds of the target group. But it's not just the cheeky slogan. The subjects were also put down on paper in a rather unconventional way. With funny, surprising and bizarre pictures of all sorts of mishaps and accidents, big or small, the creative minds at Wirz quickly make it clear to young people why they can't do without MobiJeunes insurance.
In addition to posters and advertisements, "Shit happens" patches and "Shit happens" warning vests for cars are used below the line. Rescue sleds with the "Shit happens" logo are also planned for the coming winter in the ski resorts.
At www.mobijeunes.ch there is a "Shit happens" internet portal designed exclusively for this campaign. Here, young people can send in funny and quirky photos or videos on the subject and have them rated by others. If it works, a new community of MobiJeunes policyholders will be created here. If the idea is not accepted by the target group, the following also applies to the advertisers in this new experiment: "Shit happens!"
Wirz Werbung took over the campaign with the damage sketches for Mobiliar from Publicis because the agency on Zurich's Theaterstrasse with its
New customers Zurich Insurance
has a competition clause. With MobiJeunes and MobiLife, all Mobiliar products are now bundled in just one agency at Wirz for the first time in the company's history.
The subjects with the "shit" that can happen conceptually continue the idea of damage protocols. The campaign can also be continued endlessly. Instead of being drawn as caricatures, however, the ever-changing cases are now styled like action pictures for young people. "The special approach harbors risks," CD Matthias Freuler is aware. You're treading on super thin ice when you use cool slang to sell such an absolutely uncool product as insurance to young people. If the language is perceived as ingratiating, negative success is inevitable.
To ensure that the form and content are right, the posters are put up as wild posters - in the zones permitted for this purpose. Real "guerilla" bright red stickers are to be placed among young people, who are to post the "Shit happens!" flyers virtually as an apology wherever something has happened, be it parking damage, glass breakage or any other case for liability insurance.
And if they then annoy the adults there, then it could still be this target group that finally comes to the conclusion as parents on behalf of their kids that it would be time to give their son or daughter one of these cool insurance policies from MobiJeunes for the rest of their lives.
Shit also happens to insured persons, but it costs less thanks to MobiJeunes.
With or without MobiJeunes insurance: Shit happens. Wirz Werbung wants to show young people that they can at least limit the damage >> page 7
Andreas Panzeri
