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BEST USE OF ONLINE MEDIA // GOLD Hanza Media, Croatia Insurance
By creating a free web application which was the first interactive digital map in Croatia, Hanza Media’s Native Ad Studio managed to create great awareness and engagement on the subject of home insurance. Only a minority of property owners in Croatia have a home insurance. The campaign launched in March 2016.
Croatia Insurance, the leading insurance company in the country, approached the Native Ad Studio of Hanza Media in order to raise awareness of the importance of home insurance. The insurance company was facing a challenge: more than 92 percent of people in Croatia are property owners but only 20 percent of the properties have home insurance.
To create an interactive heat map allowing users to get an overview of the dangers particular to their area.
Hanza Media did research, observational analysis, content analysis and Jobs to be Done (JTBD) interviews to understand the potential customers and to look at the reasons behind the low interest in home insurance.
The map answers questions such as; How big is the risk of flooding, earthquakes, fires and home burglaries?
The solution they came up with was a free web application which was the first interactive digital map in Croatia. They called it: How Safe is Your Neighbourhood (see the map here)
It enables users to get the most accurate, relevant and personalised information on the safety trends in any city the user chooses. The map answers questions such as; How big is the risk of flooding, earthquakes, fires and home burglaries?
The risk calculation is built upon five years of data analysis of the burglaries and robberies per capita, five years of statistics on fires, 80,000 earthquakes in Croatia and the surrounding regions as well as historical data on water movements and flooding. They looked at the facts; every year Croatia faces 30-35 earthquakes, more than 5,000 burglaries, and home robberies are reported by the police annually. More than half of the country’s territory is in the high flood risk zone. Despite these facts, eight in 10 property owners did not have home insurance.
Based upon contextual interviews with property owners that did and did not have home insurance, they noticed a lack of relevant information in both groups. The main incentives for having home insurance was the fear of accidents within the home rather than natural disasters or crime.
The Native Ad Studio of Hanza Media analysed which categories of information the target groups were exposed to and discovered that data on home property risks were lacking. People only had access to complex statistics based on calculations that were mostly available on scientific websites which made them very hard to comprehend. Therefore, they decided to gather all the data, recalculate it and personalise it so an individual homeowner could access the data easily by typing in a name of a city on the interactive heat map which presented the data in an accessible and intriguing manner through digital technologies.
When a reader clicks on the CTA they are asked to fill out a contact form.
The web application “Heat Map” had the call-to-action: “Do you want to find out how safe your home is?” It enabled readers to go to a second level and get even more personalised information about their exact home. When a reader clicks on the CTA they are asked to fill out a contact form with address and phone number and consent to being reached by Croatia Insurance. Home insurance is only offered as a third step in the process after the homeowner gets the information they are looking for.
Size of team involved:
12 people worked on the project internally and partnered with two digital agencies with expertise in 2D and 3D visualisations, and with the University of Zagreb/ Department of Mathematics and Geophysics, Construction Department, The state-owned company Croatian Waters, Ministry of Internal Affairs and The National Protection and Rescue Directorate.
Platforms: Online, mobile and offline as well as Facebook and Twitter.
The agreed KPIs were reached in the first five days. The native ad campaign lasted 26 days from March 15th, 2016 to April 10th 2016. By the end of the campaign, the number of hot leads was three times more than expected. The campaign also generated earned media as local and national news websites and radio stations reported on the Heat Map.
Unique page views: 325,531
Facebook Reach: 1,204,340
Lead generation: 2508
Earned media: 14 online articles in local media and 1 radio show