Nova Impact for Smile: When ninjawarrior666 kicks in the door
The online insurance company Smile is promoting its household insurance for the first time with an online campaign aimed at gamers. The campaign, designed by the Zurich agency Nova Impact, relies on humor.
Gamers usually own expensive hardware that is not always properly insured. The campaign plays with expressions that are familiar to the target group, such as stream, Minecraft, and emotional experiences like losing a game or losing a score. In the process, these themes are transferred into reality.
As a cornerstone for the campaign, Nova Impact developed a comprehensive digital media strategy. In line with this, a creative concept was designed that builds on Smile's already familiar communication style with the use of emojis. The texts on the advertising materials are thematically tailored to the target group of gamers, with a touch of humor. The gaming target group offers a lot of potential for the online insurance company, which has become a digital lifestyle brand in recent years.
In addition to the development of the strategy and the creation, nova impact was also responsible for the production and the control of the campaign on various gaming platforms, including, for example, Twitch and Reddit. Thanks to a transparent and agile collaboration between Smile and nova impact, the campaign was realized within a very short time.
Responsible at Smile: Joséphine Chamoulaud (Head Marketing and E-Commerce), Ivana Gonzalez (Digital Marketing Project Manager), Responsible for Nova Impact: Sandra Fehr (Owner/CEO, Consulting Lead), Fabio Henggeler (Senior Digital Experience Consultant), Désirée Pranjes (Digital Media Consultant), Text: Balz Chen.
