Swiss Mobiliar is the oldest insurance provider in Switzerland, offering a range of products and services for young people (aged 18 to 26), including in the areas of living and moving. Unfortunately, the target group is unaware of this – and that is what we want to change. We are looking for an idea to bring Swiss Mobiliar into the relevant set of young people.

We developed a special type of moving box: moving box furniture, the first moving boxes that you can use as furniture after you move. These were the focus of an integrated campaign that was played out via numerous channels in target-group-relevant environments. The moving boxes provided the young target group with practical added value, both when moving and furnishing their first apartment.

We created a set, consisting of twelve moving boxes, which were delivered in one big box. The moving boxes were made of cardboard like common moving boxes. They were able to carry up to 20 kg, so they could be used as real moving boxes. After the move the target audience could dissolve single pieces of cardboard from every box and assemble them into four pieces of furniture, two lounge chairs, a low table and a side table. For the assembling no additional glue was needed, because all the parts were prepared with adhesive tape in advance. The design itself works as assembly instruction.

The campaign ran in September and October 2019. We used paid, owned and earned media, including display ads, true view formats, social media, newsletters and collaborations with digital Swiss media.

The results:

8,115,436 impressions

579,633 social interactions

26,981 leads

Spontaneous awareness within the young target group: first place.