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Atavahuset

by frenne on October 9, 2009

After a first year of successfully launching the Swedish insurance company Atava, the time had come to introduce their box fresh home insurance.
Target group: Young urban people.

Our challenge was to promote Atava’s brand as they were new in the market and also to present their home insurance.
The target group were young adults in major cities.

With a smashing payoff ringing in our heads, “Online, we’re all neighbours”, we started the build of a new type of house – on Internet – where anyone was welcome to move in. All they needed was a webcam.

The plot: Get into the house, broadcast yourself as much as possible and stay there as long as you can. If the viewers like you, you’ll get their votes and get to stay another day. If not, you’ll be evicted and replaced by someone from the housing queue. The audience decides.

First, we launched a teaser trailer

Secondly, we launched a prelaunch phase in order to get tenants and to build up anticipation.

prelaunch

Lastly, we launched the final phase. This is what happened.

On August 20th, 2008 the House of Atava was ready to host its first nine settlers. At exactly 8 PM (Swedish time) on that day the house was introduced with a unanimous housewarming event in all nine apartments.

During a period of one month (30 days, 720 hours) of almost nonstop broadcasts the house had over 30 tenants, more than a hundred people waiting in line – in the housing queue.

  • No bought media.
  • 136 000 Unique visitors.
  • 36% of the visitors stayed more than 27 minutes.
  • Sales of insurance with over 200% from day one of campaign launch.
  • 101 000 chat posts from visitors (swedish site).
  • 670 referring blogs.

No bought media.136 000 Unique visitors.36% of the visitors stayed more than 27 minutes.Sales of insurance with over 200% from day one of campaign launch.101 000 chat posts from visitors (swedish site).670 referring blogs.

The House of Atava was closed for renovation on September 20, 2008.

See the entire case here.

Syrup:
Account manager: Johan Sjöberg
Art Director: Henrik Frenne
Creative Director: Fredrik Lundgren
Copywriter: Martin Ödman
Motion: Markus Lundqvist
Producer: Marlene Hernbrand
Programmer: Arwid Thornström, Joel Blanco Berg

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