For decades the German insurer “Provinzial” used above-the-line media like TV, print and broadcast to address its target audience. But media landscape and usage changed with the rise of online and mobile. Especially young, educated people with high income who are most imortant as prospective insurants utilise media differently and consume (brand) messages very selectively. The aim was to find a way to reach this young target group and present Provinzial in a relevant, positive context that communicates the brand’s values of "closeness" and "understanding."
Ogilvy PR Germany created a corporate iPad magazine alongside Ogilvy & Mather Advertising. Content on the tablet is popular and is always close by – just like Provinzial. Although Provinzial issues the e-zine, Provinzial deliberately does not use it for its own messages. Instead of dry advertising, the iPad App is named "Hier" (Here) and contains lifestyle articles written by renowned journalists. With Facebook and Twitter interfaces, the reader is able to share articles on social media platforms. "Hier" is the first iPad lifestyle magazine by a German insurer and the first iPad magazine with geolocalisation. PR accompanied the launch of the e-zine to counter prejudices against an insurance app and boost downloads by means of targeted partnerships. There was cooperation with bloggers accompanied by competitions in which readers could win an iPad by rating the app and sharing it on Facebook, Twitter or Google+.
First Month After Launch:
No. 2 in the App Store’s lifestyle category (free apps)
No. 20 in the App Store’s overall ranking (free apps)
25 editorial publishings on websites, blogs and in apps
Total reach: 3,055,443 unique monthly visitors
1,171 shares in social media