On Friday 15 February, Zurich Ireland picked up the award for award for ‘Best Integrated Media Strategy’ at the 2019 Digital Media Awards. Now in their 14th year, the Digital Media Awards are the most prestigious digital awards in Ireland.
The award recognised Zurich’s ‘Future Ready’ campaign which aims to raise consumer awareness of the importance of future-proofing pension plans so as to provide for a brighter future in retirement. The campaign takes an integrated and innovative approach working across new and traditional media channels.
In a very competitive award category, Zurich overcame competition from a large global and domestic brands such as Audi, Lidl, The Irish Times, SPIN 103.8 and Aer Lingus.
Running over 11 weeks, the Future Ready campaign was fully integrated across six online and four traditional advertising channels:
- Digital Advertising on the RTE website complemented an RTE ‘DriveTime’ radio sponsorship; while online search trends were analysed to target advertising at times when audiences were most likely to look for information on pensions online;
- To effectively reach Zurich’s three main audiences on Facebook, LinkedIn and Instagram – targeted video on demand and display advertising, YouTube and social media advertising ran intensively over eight weeks;
- Traditional outdoor advertising ran across billboard posters, scrolling backlit units, bus shelters, side of buses; in tandem with digital outdoor advertising in shopping centres.
- Towards the latter part of the campaign, an online content partnership with the Irish Times ran for six weeks. Press adverts also ran at the same time to complement online channels in specifically chosen financial publications.
Commenting on the award win, Sean Carty, Head of Online and Digital at Zurich Ireland said: “Given the high calibre of competition Zurich faced, we were delighted to pick up the award for Best Integrated Media Strategy, which recognises the successful planning and execution of the campaign across a range of traditional and digital media. The future ready campaign is a key part of our aim to support the work of financial broker distributors and to highlight the importance of long term retirement planning.”