smile.direct – Autumn campaign 2015

Eye-catching cross media campaign for high branding impact

At a glance

  1. 01The challengeEnhancing brand visibility and boosting insurance closures
  2. 02Our approachLoud, provocative and attention-grabbing campaign
  3. 03Das ErgebnisMeasurable success: +50% more insurance closures
SMILE.DIRECTCreated with Sketch.
  • Sector

    • Insurance
  • Disciplines

    • Conception
    • User Experience & Design
    • Content: Creation & Migration
  • Year

    • 2015
  • Tech Stack

    • Cross medial positioning of the ads
  • Services

    • Digital Marketing

The challenge

In January 2015 Merkle launched an image campaign focused on direct insurances for its long term client smile.direct. After the successful implementation of this direct marketing campaign Merkle also developed a campaign focused on the product smile.car (car insurance) during the insurance switch period.

The campaign aimed to achieve the following goals:

  • Enhancing the visibility of the brand smile.direct
  • Increase of sales (boosting insurance closures)
  • “Top of mind” positioning with the customer during the insurance switch period
  • Tie in/ up with the existing image campaign
  • Sustain existing performance advertising activities

Our approach. Loud, provocative and attention-grabbing campaign.

Cross-media advertising for smile.car.

The cross-media campaign focused on the main product smile.car and picked up on the core essence of the successful annual campaign: loud, provocative and attention-grabbing.
smile.direct - Ansicht Website Werbung

Central to success: the selection of placements.

The campaign focuses on premium placements on news sites with high-reach, comprehensive offline measures such as out-of-home placements and video ads in public spaces as well as the distribution of a social media viral video.
smile.direct - Ansicht Website

The result. High reach and a positive branding effect

In addition to a significant increase in the conversion rate of advertising media and a great positive response from the community, the integrated campaign showed measurable successes:

  • more insurance closures.

    50.0%
  • more visitors on the website.

    160.0%
  • views of the social media videos

    200.0k +

More success stories.

Neugierig geworden? Wir setzen auch Ihr Digitalprojekt erfolgreich um.

Merkle sales contact persons in the DACH-region
Your contacts at Merkle: Mathias Fanschek for Austria, Tobias Hollritt for Switzerland and Benjamin Quitter for Germany