Home Button Takeover Welcome Home

Background

Zurich is a global financial services company offering a wide variety of insurance cover, including home insurance. The brand has a strong online presence and this was the starting point for the creative idea.

When surfing the Internet, a lot of people often click the ‘Home’ Button to return to where they started from.

Idea

In real life, every home is unique. To show this, customised interventions turned regular home icons into real houses per mouseover.

Every time the icon became a house it was an unexpected reminder to users how special home is, and that Zurich was always there to protect it.

Results

Each individually designed house found a home on one of more than 10 different websites. At Christmas, the houses were suitably decorated.

The home button ads had more than 7.2 million impressions. After activation, that gives an impressive CTR of 3.34%.

Our Thoughts

I love ideas like this because they show ingenuity and opportunism. The creative brief would not have been to do something clever with the menu bar. But someone spotted an opportunity and someone else bought it.

Almost anything can be turned into an ad these days. I have seen cursor takeovers, uploading bars and now the Home icon all turned into branded messages. It may be small but it is so much more noticeable than a traditional banner.