Official website: click here
Client: Groupama
Launched: Dec 7, 2009
Product: Mandatory Car Insurance
Brief:
Groupama entered the Romanian market 2 months before this campaign. Our objectives were to generate awareness for Groupama, focusing on Mandatory Car Insurance. Also, we had to gather sales leads and collect users in a database for further CRM communication. All this in a price-driven category.
Strategy:
All insurances talk about themselves, trying to convince the consumer they're good, fast, faster, better, delivered right at your door, etc. Instead, we created the insurance that talks about the consumer, not about itself, and we dedicated each target niche a different insurance website.
We created 20 landing pages to cover all target: InsuranceForBlondes.ro, InsuranceForBrunettes.ro, InsuranceForMothers.ro, InsuranceForFathers.ro, etc We covered: housewives, bachelors, rockers, gypsy-music-lovers, bikers, bloggers, football fans, pet lovers and so on. We dedicated a "special election edition" to those who voted with each of the two presidents. And we even got an InsuranceForSantaClaus.ro. Afterwards, they all led visitors to the official website, where they could buy an insurance and suggest their own InsuranceFor domain.
To close the deal, we used Web2Sms banners, sending the prospects' data directly to the insurance agents, who called them in 3 minutes.
Results:
- 92.000 visitors
- 4.000 registered users
- 2.500 qualified sales leads
- +1.000 funny "InsuranceFor..." domain name suggestions
Campaign elements:
- Landing Pages
- Official website
- Promo page
- Web2SMS banner
- Interactive banner
click here
Official website: click here
Interactive banner: click here
Translated layouts & links to teaser sites:
InsuranceForRockers
InsuranceForAnimalLovers
InsuranceForThoseWithBadLuck
InsuranceForBachelors
InsuranceForThoseWhoVotedWithBasescu
RInsuranceForThoseWhoVotedWithGeoana
InsuranceForBikers
InsuranceForBloggers
InsuranceForBlondes
InsuranceForBrunettes
InsuranceForFathers
InsuranceForMothers
InsuranceForFootballFans
InsuranceForHondaFans
InsuranceForHouseWives
InsuranceForManeleLovers
InsuranceForSantaClaus
InsuranceForTransylvanians