Communications promoting specific products or services related to insurance and the capabilities of financial institutions offering these services.
Mercedes-Benz B-Class After Dark Campaign
Instead of running a dealer-level pre-sale campaign for the all-new B-Class, Mercedes-Benz packaged the night into a marketing story, creating a youthful allure that infiltrated the online shopping activities of our audience. The teaser site ran exclusively on T-mall and was accessible only at night. The whole fleet of 398 cars was sold out within 2.5 hours on the stores opening night, generating 34 times the campaign expenditure in revenue, 5300 potential consumer leads and 2.2m page views! And MBCLs brand tracking showed positive shifts in key young image statements.
Brand: New B-Class
Client: Beijing Mercedes-Benz Sales Service Co.,Ltd.
Agency: Ogilvy & Mather Beijing
Having been massively outspent by the competition for decades, in a category flooded with critters and characters, facing a lingering financial crisis that made insurance the least trusted industry, American Family Insurance needed to stand for something to stem declining sales. Research proved AFI had a direct link to the American Dream, and showed that people needed encouragement to pursue dreams during these tough times. The resulting Dreams campaign exceeded all expectations, leading to AFI's best year since 2003 and changing the way people think about insurance.
Brand: American Family Insurance
Client: American Family Insurance
Agency: Ogilvy & Mather
Who's got an agent?
After a year of losing the battle over price, State Farm needed to remind people why it brought them extra value. So we tapped into the Hispanic hunger of self-improvement and their philosophy of work hard, play hard. We used the dramas of celebrities like Carlos Ponce and Sofia Vergara to live and breathe our message. We also provided them with interactive content on our Facebook page, allowing them to interact with their favorite celebrities. This campaign not only gave us our spark back but also made the business grow.
Brand: State Farm
Client: State Farm
Agency: Alma DDB