Most uninteresting thing, Campaign
How interesting can be something that is not interesting?
An insurance company is not the most interesting thing in the world. Especially for the younger generations. Obviously. How can we face that unpleasant fact? Shall we try to convince them that we are really fancy and “hip”? Well, that’s maybe not the best idea. We choose another way.
We believe in honesty and authenticity. Especially in a service focussed industry like the insurance branch. Our client “GRAWE sidebyside” did a pretty bold move and admitted that insurances as products per se are not the coolest thing in the world. But nevertheless a very important one. So how can we engage with the community that loves to spend their time on fast-moving-mediums like TikTok & Co.
We created a visually unconventional and therefore pretty interesting campaign that focussed on TikTok first and used traditional channels like Out-Of-Home as support. The idea was to create effective thumb stoppers to make the users stop scrolling and focus on our brand.
We made pretty uninteresting things like washing clothes, cleaning or waiting look quite interesting. And showed that the “GRAWE sidebyside” is always there to support to keep as much uninteresting out of their lives.
The result: More than 8 million impressions on TikTok only.
