Butterfly effect

Client: Insurance group ROSNO
Campaign: Butterfly effect

Insurance as a service is always needed but not always easy for understanding. In other words there are people who want to use services provided by insurance companies, but can’t tell one offer from another. And as it usually happens there is no spare time to sit and carefully read every offer due to choose the best one. That is why the basic idea of insurance advertising is to keep the massage as short and easy as possible, because it is the only way for a company to involve people into communication.

(ROSNO) decided to move even further and designed not only image communication but the product one as well, using the innovative ways of promotion in social media. In ROSNO viral campaign the emphasis is made on the simplicity of ordering a product and the illustration of cases were this product can help people to solve their problems, in everyday life. But let’s keep the order!

The main target
In an easy and unostentatious way, using the viral game “Find the insured event”, involve the target audience into communication, attract the users’ attention to ROSNO insurance services and convert the contacts into leads.

Stimulate the product sales by linking each insured event with on-line shop and strengthen the ROSNO’s image as open and clear partner on the field of insurance.

Reefs
The game by itself doesn’t generate leads. Viral campaign is short and doesn’t stimulate users to come back on promo-site, that provides a discord in results. But the promo-mechanics allows us to collect information about users and turn contacts into registrations.

Solution
1. Create a product that would tell a customer in easy and funny way all about insurance services - http://effect.rosno.ru/
2.Create an initial seeding of the game “Find the insured event” in blogs and social media, provide user contacts with brand and the game in social media, gather traffic on the promo-site and involve internet communities into discussions around brand and it’s products.
3.Involve users into communication with brand through creative competition.
4. Collect leads to transform communication from short- to long-term.

The process
The campaign has three steps:

Informing
The seeding of mini-game and links to the original one through all channels of social media.

Involving
In the special section of promo-site there is a competition on the funniest insured event with different prizes from ROSNO.

Collecting leads
Registration on the site for taking part in competition and voting for stories.
On every step of the project we gathered people by using these channels: social networks, blogs, thematic resources, entertaining and game sites.

The main goal of promoting through all these channels – to form as many leads from the number involved in viral campaign as possible.

The campaign begins from gathering attention in forums, blogs and social media where the link to mini-game is placed. Agents of influence also publish posts that are keeping up to date the the theme of “butterfly effect”, all kinds of ridiculous plays of chance where the insurance can be useful. The communications end with the link to the project.

The user who is interested by the mini-game, link or message goes to promo-site where sees the viral game “Find the insured event” and funny free ringtones.

The game “Find the insured event” – is basically few circled short cartoons that illustrate different unsuspected things that can happen in everyday life. Also there is an “Easter egg” – when all the kinds of happenings start at the same time.

Each of the cartoons is linked with a particular ROSNO service and leads to it’s full description written in a very simple way. After seeing this cartoons the user can easily pick the right type of service that he/she needs.

Let’s pay some extra attention to the competition mechanics that we made in the edges of the promo-game. The core idea is to make users send videos, photos or description of a funny insurance situation. The winner is being chosen by other users and gets a prize from ROSNO. Such theme was chosen because there is a lot of such content in the internet so people can use it or produce their own.

In the campaign were used thematic sites about insurance were the audience is already interested in insurance products and as consequence more loyal. Plus the game-sites were we’ve found permanent gamers, here we placed the game. The users of game-sites are very communicative – if they like the game or the message – they spread it around the net.

Due to all the activities that took place we have reached the following numbers:
- 94090 people played the game on the promo-site
- around 36000 on the different game sites
- and 28530 on vkontakte.ru
- 6469 members in the group
- 506 downloaded ringtones

The whole coverage in blogs and social media, reached by seeding was more 1 100 000.

The whole coverage was more 120 000 members of different communities.

So what’s the one conclusion we can give to you: the way of communication described above allows us to simplify for the customer such complicated product as insurance services, using viral entertaining content and creative competitions we made serious insurance fun and easy.

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	Butterfly effect Client: Insurance group ROSNO Campaign: Butterfly effect Insurance as a service is always needed but not always easy for understanding. In other words there are people who want to use services provided by insurance companies, but can’t tell one offer from another. And as it usually happens there is no spare time to sit and carefully read every offer due to choose the best one. That is why the basic idea of insurance advertising is to keep the massage as short and easy as possible, because it is the only way for a company to involve people into communication. (ROSNO) decided to move even further and designed not only image communication but the product one as well, using the innovative ways of promotion in social media. In ROSNO viral campaign the emphasis is made on the simplicity of ordering a product and the illustration of cases were this product can help people to solve their problems, in everyday life. But let’s keep the order! The main target In an easy and unostentatious way, using the viral game “Find the insured event”, involve the target audience into communication, attract the users’ attention to ROSNO insurance services and convert the contacts into leads. Stimulate the product sales by linking each insured event with on-line shop and strengthen the ROSNO’s image as open and clear partner on the field of insurance. Reefs The game by itself doesn’t generate leads. Viral campaign is short and doesn’t stimulate users to come back on promo-site, that provides a discord in results. But the promo-mechanics allows us to collect information about users and turn contacts into registrations. Solution 1. Create a product that would tell a customer in easy and funny way all about insurance services - http://effect.rosno.ru/ 2.Create an initial seeding of the game “Find the insured event” in blogs and social media, provide user contacts with brand and the game in social media, gather traffic on the promo-site and involve internet communities into discussions around brand and it’s products. 3.Involve users into communication with brand through creative competition. 4. Collect leads to transform communication from short- to long-term. The process The campaign has three steps: Informing The seeding of mini-game and links to the original one through all channels of social media. Involving In the special section of promo-site there is a competition on the funniest insured event with different prizes from ROSNO. Collecting leads Registration on the site for taking part in competition and voting for stories. On every step of the project we gathered people by using these channels: social networks, blogs, thematic resources, entertaining and game sites. The main goal of promoting through all these channels – to form as many leads from the number involved in viral campaign as possible. The campaign begins from gathering attention in forums, blogs and social media where the link to mini-game is placed. Agents of influence also publish posts that are keeping up to date the the theme of “butterfly effect”, all kinds of ridiculous plays of chance where the insurance can be useful. The communications end with the link to the project. The user who is interested by the mini-game, link or message goes to promo-site where sees the viral game “Find the insured event” and funny free ringtones. The game “Find the insured event” – is basically few circled short cartoons that illustrate different unsuspected things that can happen in everyday life. Also there is an “Easter egg” – when all the kinds of happenings start at the same time. Each of the cartoons is linked with a particular ROSNO service and leads to it’s full description written in a very simple way. After seeing this cartoons the user can easily pick the right type of service that he/she needs. Let’s pay some extra attention to the competition mechanics that we made in the edges of the promo-game. The core idea is to make users send videos, photos or description of a funny insurance situation. The winner is being chosen by other users and gets a prize from ROSNO. Such theme was chosen because there is a lot of such content in the internet so people can use it or produce their own. In the campaign were used thematic sites about insurance were the audience is already interested in insurance products and as consequence more loyal. Plus the game-sites were we’ve found permanent gamers, here we placed the game. The users of game-sites are very communicative – if they like the game or the message – they spread it around the net. Due to all the activities that took place we have reached the following numbers: - 94090 people played the game on the promo-site - around 36000 on the different game sites - and 28530 on vkontakte.ru - 6469 members in the group - 506 downloaded ringtones The whole coverage in blogs and social media, reached by seeding was more 1 100 000. The whole coverage was more 120 000 members of different communities. So what’s the one conclusion we can give to you: the way of communication described above allows us to simplify for the customer such complicated product as insurance services, using viral entertaining content and creative competitions we made serious insurance fun and easy. Back to portfolio