Effective Content Marketing to Deliver Leads

Services Provided

Digital Strategy

Creative Concept

Video Production

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The Client

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Zurich operates on a global scale, providing a wide range of products and services. Known for its commitment to sustainability and customer-centric approach, Zurich focuses on delivering innovative solutions to meet the evolving needs of its diverse client base.

The Challenge

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It’s always difficult to get people to prioritise tomorrow over today. But that’s exactly what Zurich challenged us to do to help them market their savings and investment products. In essence, the challenge was how do we get people to actually decide “Today is the day I become a grown up and start a savings policy”?

The Process

Our research into Zurich’s target audience segments led us to a creative concept based on nostalgia that we knew would resonate. Most of us can’t believe how fast time flies. So we thought, imagine if you’d started saving 8 years ago? You’d have a significant amount – enough to make people think twice about putting it off.

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We develop a strategic marketing and communications campaign called “Remember This”. With short-form videos at its heart, this digital campaign initiated conversations on social media by building social connectedness through nostalgia. Using funny memes and moments of the last decade we engaged people with Zurich’s real benefit, i.e. the amount of money you would have saved over time.

The Result

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Our approach was also all about timing. Our nostalgic moments linked in with current conversations on social – including the #Eurovision and unseasonal weather. We even turned around a #heatwave clip in rapid time to make sure our ad surfaced as that topic trended on social. The results far exceeded our client’s expectations with 290k video views leading to over 4k link clicks that converted into qualified leads at an impressive rate. This led to industry recognition and the campaign scooped an award for Winner of Most Effective Use of Data & Insights at the Irish Content Marketing Awards.

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