Cheil OpenTide Scares Users With A Broken Screen

Today with the millions of apps, banner ads and mobile advertisements, how can mobile advertising stand out?

Instead of finding suitable ad space, Cheil shifted the main focus to finding the most appropriate moment to advertise. The moment they wanted to catch the attention of viewers is that split moment when they are panicking about their dropped mobile phone. That’s the best moment to advertise, or “situational advertising”

So, for Taikang Life Insurance, Cheil created an in-app advertisement that would catch the viewer at their most vulnerable - and most worried moment. 

The in-app advertisement works like this: When a mobile phone is accidentally dropped on the floor, table or other surface, the ad activates. The add will appear as a fake broke screen covering the phones screen, before disapearing with the message "We do our best to keep you protected during accidental Injury - Taikang Life Insurance"