The overarching goal - the briefing, if you will - is to transform CosmosDirekt from an offer-driven insurance brand to a love brand that takes place directly in people's lives, is there and cares - not just about insurance claims.

That's why we are constantly on the lookout for ever new and unconventional ways to bring our CosmosDirekt brand promise "Protect what you love." to live – or let’s rather say "into peoples lives" in a direct way.

This promise could not get more socially relevant than in the Corona crisis. Therefore, the perfect opportunity to help actively and directly with the “Ads for Good” and thus to live and prove "Protect what you love." instead of just propagating it in advertising.

The strategy behind "Ads for Good" was somewhat just as unconventional as the idea itself.

One of the biggest challenges was the media planning, because obviously there wasn't classic media planning in place for the booking of the shop windows. The only way was via location scouting and randomly calling or emailing the stores.

Once the first shop windows were covered with our Ads and the media money was paid to the owners, our goal was to reach as many people as possible with the "Ads for Good" and our message behind it. Also, to call on people via social media to share their favorite stores with us which we should help next.

Of course, classic media- and channel-planning then came into play. Social media, online video, display ads and primetime-TV together with organic distribution via user shares and press and media helped us to generate approximately 35,000,000 media contacts.

In Hamburg, Berlin, Frankfurt and Saarbrücken, we approach shop owners to see if we can support them with "Ads for Good" from February 16th till early April 2021. Each of the 110 participating shops received 1000 euros for the ten-day booking. On the posters we advertise with our brand symbol - the heart - as well as the claim "Protect what you love". A short text explaining the campaign and a QR code linking to the CosmosDirekt landing page for a deep dive.

Films on YouTube, Instagram and Facebook as well as online display advertising make "Ads for Good" known throughout Germany. Various newspapers and magazines report, as well as online portals and the TV station RTL. In addition, the campaign is spreading on the social web: shop owners, passers-by, CosmosDirekt customers and non-customers are enthusiastically liking and commenting on the campaign and sharing it with others.

With our “Ads for Good” we supported 110 small stores in the Corona lockdown with a total of 110,000 Euro. Extending the campaign on Social Media, Online Video, TV and Display Ads we reached 25.000 Likes and approximately 35,000,000 media contacts. Not included of course all direct contacts in front of the stores, which were not tracked by us. In addition nationwide press and media reported about our campaign and therefore carried our campaign even further (70 mentions with a potential additional reach of 11 Million contacts). Besides the press echo, social media comments showed, that the "Ads for Good" and their message reached and touched thousands of people, who liked, shared and commented on the campaign. So above all, these results in numbers reflect the emotional outcome: the “Ads for Good” became messages of hope and courage, underlining the CosmosDirekt brand message once again: "Protect what you love."