Serranetga brings family mascot to life
Serranetga was commissioned by Mobiliar to establish the insurance company’s image among families. Instead of a traditional advertising campaign, the concept—featuring «Mimo’s Bedtime Stories»—relies 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. Currently, 10 stories are available, and 10 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 finger on 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 contest, collaborations with various family magazines, social media activities, search engine advertising, and a display campaign. All of these measures contributed to the app's first-place ranking 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 likeable appearance. At the same time, the existing family mascot Mimo will be made more widely known."
Responsible at Mobiliar: Sarah Pittet (Advertising Project Manager), Ronald Halter (Online Marketing Specialist), Michael Engel (Internet Specialist). Responsible at Serranetga: Maurizio Rugghia (overall responsibility), Barbara Flury, Tino Elsener (consulting), Philippe Lehmann (AD), Pascal Baumann (screen design), Thomas Blumer (text), Vanessa Habisreutinger, Till Graf, Natalie Rabus (media), Diego Dirren, Thomas Spreng (technical support), Lovey Wymann (Mimo stories), Corina Vögele (Mimo illustrations).
