Cheil OpenTide’s new app highlights the impact of situational advertising for Taikang Insurance

Today with millions of apps, banner ads and mobile advertising, how could Cheil OpenTide China make mobile advertising stand out?

Instead of finding suitable advertising  space, they shifted the main focus to finding the most appropriate moment to advertise with the “Taikang Moment” –

a. When a mobile phone is accidentally dropped on the floor, table or other surface

b. When the person picks up the phone, they will check if the screen is cracked or smashed. At this moment, a fake crack appears on the screen

c. A second later, the crack fades out and the normal unscathed screen returns to the viewer

d. A message will appear from Taikang Advertising – “We do our best to keep you protected during accidental injury – Taikang Life Insurance”

The moment they wanted to catch the attention of viewers is that split second when they are panicking about their dropped mobile phone. That’s the best moment to advertise, or “situational advertising”

Cheil OpenTide executed the idea in frequently used APPs and it is activated when the handset gyroscope feels any gravity acceleration.

During the campaign period, the purchase conversion rate after browsing the Taikang ads increased by 120%. The change of position to timing made the idea much more effective and merged the ad message into a real life situation.

Cheil OpenTide is developing more mobile-user, situation-based channels together with emotional based context with China’s leading mobile APPs platform Union – “Adwo”.