Nn Hellas Rfp 2016 Nn/Ds/Digital Agency Selection

NN HELLAS RFP 2016 NN/DS/DIGITAL AGENCY SELECTION

12/2016 COMPANY DATA

Reprise media: Digital Marketing unit & member of IPG Mediabrands Short presentation OWNERSHIP: THE INTERPUBLIC GROUP (NYSE: IPG) IN CURRENT FORM IN GREECE SINCE 1995

WHOLLY OWNED, SOX COMPLIANT, TRANSPARENT

IN 2014 ABSORBED “ALL THINGS WEB”, THE TOP DIGITAL MEDIA AGENCY CREATED BY DIMITRIS MANIATIS IN 2009

3 REPRISEMEDIA IS POWERED BY Humans Partners Experience Technology

REPRISE MEDIA HUMANS

Paid search experts + Organic search experts + Social media experts +

Data & Analytics experts + Engineers + Digital account managers + Designers + Research =

21 diverse digital marketing experts

& a world wide network REPRISE MEDIA EXPERIENCE

Strong Google Partner & Yandex expert

Direct relationship with Facebook REPRISE MEDIA EXPERIENCE 3 GOLD IAB MiXX Awards in 2015

Best Direct Response & Lead Generation

Cross Media Integration

Best Product Launch

Most awarded agency in the competition!

4 Social Media Awards

Silver – Best Social Media Strategy for Sales for Louis Cruises

Bronze – Best Use of Instagram for YES! Hotels in 2014 & 2015

Bronze – Best Use of Social Media in the Travel/ Leisure industry for Celestyal Cruises

Services PAID SEARCH, DISPLAY, VIDEO – PPC CAMPAIGN MANAGEMENT ORGANIC SEARCH – SEO (SEARCH ENGINE OPTIMIZATION) PAID SOCIAL SOCIAL CONTENT & COMMUNITY MANAGEMENT ANALYTICS & REPORTING EMAIL MARKETING CREATIVE PRODUCTION & COPYWRITING PROFESSIONAL SERVICES (DEVELOPMENT) COMPETITIVE REPORTING

8 CLIENT PORTFOLIO Indicative List of Clients

BANK OF PIRAEUS MEDIAMARKT BDSWISS.COM FXTM.COM (FOREX TIME) ΑΒ VASILOPOULOS (AHOLD DELHAIZE GROUP) L’ OREAL GROUP JOHNSON & JOHNSON COSMOTE (JUMPING FISH & COSMOTETV) PEOPLEPERHOUR.COM LEASEPLAN DELIVERAS.GR

10 References

Company Legal Name Contact Position Email Phone AB Βασιλόπουλος ΑΛΦΑ - ΒΗΤΑ ΒΑΣΙΛΟΠΟΥΛΟΣ Α.Ε. Koronaios Dimitris Omnichannel & Digital Loyalty Manager [email protected] +30 210 6608181 L'Oreal L'OREAL HELLAS AE Zarra Aggeliki IMC Director [email protected] +30 210 6188599 Tzoka Konstantina Digital Manager [email protected] +30 210 6188521 Epithymiadis Alexis Digital Manager [email protected] +30 210 6188411 JnJ JOHNSON JOHNSON HELLAS CONSUMER A E Kaloudiotis Thanassis Brand Activation Manager, South-East Europe [email protected] +30 210 6875536 Piraeus Bank ΤΡΑΠΕΖΑ ΠΕΙΡΑΙΩΣ Petrounias Loukas Head of Customer Innovation, User Experience & Loyalty [email protected] +30 210 9294137 Vlachogiannis Giannis Digital Presence management, Customer Intelligence & Experience [email protected] +30 210 9294137 Youpharmacy ΖΙΑΚΑΣ ΣΠΥΡΙΔΩΝ ΝΙΚ Ziakas Spiros Founder & CEO [email protected] +30 210 9560127 La Redoute MELINA MAY Α.Ε. Paschou Eirini Online Marketing [email protected] +30 210 8107164 Ote TV Ο.Τ.Ε. Α.Ε. Psomiadou Marianna Marketing Communication Deputy Director, BU OTE TV mpsomiadou@ote.gr +30 210 6115731 Cosmote COSMOTE ΚΙΝΗΤΕΣ ΤΗΛΕΠΙΚΟΙΝΩΝΙΕΣ ΑΕ Karadimitris Panagiotis Corporate Sponsorships & Promotional Activities Section Manager [email protected] +30 210 6372285 Doliotis Bill Brand Sponsorships & Activations [email protected] +30 210 6177937 BDSwiss BDSWISS HOLDING PLC Baumer Nick Head of Acquisition [email protected] +43 676 9362352 FXTM PINNACLE SERVICES LIMITED Kyriakoudis George Head of Risk Management & Reporting [email protected] +357 25246143 +44 7903704343 People Per Hour PEOPLE PER HOUR LTD Thrasyvoulou Xenios Founder & CEO [email protected]

Lease Plan LeasePlan Hellas S.A. Naya Loukrezi E-Marketing Executive [email protected] +30 210 6898760 Pamediakopes.gr e-TRAVEL Α.Ε. Goulis Nikos Founder & CEO [email protected] +30 213 0184001 Media Saturn Electronics Hellas Commercial and Media Markt Palamidi Korina Head of e-Commerce at Media Markt [email protected] +30 210 9978527 Holding Anonymi Eteria BCA College Οικονομικό Κολλέγιο Αθηνών Daskalakis Kyros Marketing Director [email protected] +30 210 7253783

11 Reprise media Vs. The Competition

STRICTLY FOCUSED ON DIGITAL MEDIA – EXPERTISE IN MEDIA DIRECT RELATIONSHIP WITH GOOGLE & FACEBOOK PRIORITY ACCESS TO BETAS AND NEW FEATURES UNIFIED REPORTING CAMPAIGNS IN 36+ COUNTRIES (50% OF INVESTMENT TARGETED OUTSIDE OF GREECE) DIVERSIFIED INDUSTRY & MARKETS EXPOSURE (CPG, FINANCE, TRAVEL, FASHION, ETC.) IN DIGITAL MARKETING SINCE 2006 FINANCIAL STRENGTH & ABILITY TO SERVICE DEMANDING & FAST GROWING CLIENTS DEDICATED RESEARCH DEPARTMENT FIRST GREEK PROGRAMMATIC (DBM) CAMPAIGN

12 CASE STUDIES CASE STUDY – YELLOWDAY FOR BANK OF PIRAEUS PEOPLE PER HOUR

UK’s Leading Freelancer Marketplace CASE STUDY – PEOPLEPERHOUR ROAS TO FTB

Started working with client in December 2014

Won the account from Razorfish (leading performance agency in the UK)

Client was struggling to achieve CPA to be profitable on each sale.

We shifted focus to LTV. Set KPI to achieve a 100%+ ROAS in a 3 month LTV.

Exceeded target at 130%+ ROAS run rate by April 2015, while increasing investment profitably 3x!

But… CASE STUDY – PEOPLEPERHOUR ROAS TO FTB

In August 2015, we discovered together with client that even though ROAS was positive and investment had tripled, Customer Acquisition Growth Rate only had a linear increase rate. (3x investment, 2x customer base growth rate)

We pivoted strategy and added KPIs to specifically track First Time Buyers (FTBs) generated by our campaigns and optimize for this specific goal.

We also employed a first-click attribution model, focusing on efficient CPAs for new users, new registrants and eventually new buyers.

We doubled the FTB growth rate by March 2016 at the set CPA target that allows PPH to be profitable!

CASE STUDY – PEOPLEPERHOUR ROAS TO FTB …and it also won recognition by Facebook! THE NN TEAM The NN team

DIMITRIS MANIATIS OLGA SPATHI ERI DIMITROPOULOU Search & Performance Director Head, Reprise Media Athens Operations Director

CHRISTOS KERAMIDAS IASON TRIGONIS FANI LIOPYRI ORFEAS TSERGOULAS Senior Front End Developer Paid Social & Email Team Leader Search & Performance Team Leader Search & Performance Team Executive Years in Team Team Founder

Years in Digital 12 Key Clients Handled Plaisio, Buldoza, Piraeus Bank, L’Oreal, J&J, AB Vasilopoulos, OTE TV, Cosmote, PeoplePerHour, Pamediakopes.gr, Hellas Direct Degree(s) BEng Software Engineering (UK) DIMITRIS MANIATIS Head, Reprise Media Athens Prior Work Experience Pamediakopes.gr, Anemone Digital Agency, all things web (founder) Google Certifications All AdWords & Analytics Notable Achievements Built all things web from 1 person to a 21 person team. Named Google Agency Titan in CEE (‘15) Lead Agency Expansion in Cyprus, Austria, UK Frequent invited speaker in Digital Events Years in Team 6

Years in Digital 9 Key Clients Handled Piraeus Bank, L’Oreal, J&J, AB Vasilopoulos, Cosmote TV, Cosmote, PeoplePerHour, OLGA SPATHI Media Markt, LeasePlan, Hellas Direct Operations Director Degree(s) AUEB, Marketing & Comms, AUEB, International MBA Prior Work Pamediakopes.gr, Plaisio Computers, all Experience things web Google Certifications All AdWords & Analytics Trainer BCA College Years in Team 6

Years in Digital 6 Key Clients Handled Media Markt,Piraeus Bank, L’Oreal, J&J, FXTM, BDSwiss, PeoplePerHour, Hellas ERI DIMITROPOULOU Direct, Plaisio, Buldoza Search & Performance Director Degree(s) Ethnikon kai Kapodistriakon Panepistimion Athinon, Political Sciences & Public Administration, King's College London, MSc, International Management Prior Work DTA Group, Hellenic Centre for European Experience Studies (EKEM) Google Certifications All AdWords & Analytics Trainer Excelixi, eSkills, etc Years in Team 3

Years in Digital 4 Key Clients Handled J&J, FXTM, Deliveras.gr, PeoplePerHour, Leaseplan, Attrattivo IASON TRIGONIS Degree(s) AUEB, Department of Management Science Search & Performance Team Leader & Technology Prior Work ELTRUN, Athens University of Economics & Experience Business Google Certifications All AdWords & Analytics Trainer Digima Years in Team 3

Years in Digital 3 Key Clients Handled Cosmote TV, Jumping Fish by Cosmote, LeasePlan, BCA college, Athens Tech CHRISTOS KERAMIDAS college, lalemou app, Media Markt Paid Social & Email Team Leader Degree(s) AUEB, Marketing & Comms Prior Work Internship in Reprise Media Experience Google All AdWords & Analytics Certifications Years in Team 1

Years in Digital 1 Key Clients Handled FXTM,PeoplePerHour, Leaseplan, Attrattivo Degree(s) AUEB, Department of Management Science FANI LIOPYRI & Technology Search & Performance Team Executive Prior Work Orama, Technomar Experience Google Certifications All AdWords & Analytics Years in Team 7

Years in Digital 9 Key Clients Handled OTE TV, Piraeus Bank, Media Markt, L’ Oreal, Jumping Fish by Cosmote ORFEAS TSERGOULAS Degree(s) BA in Computer Engineering Senior Front End Developer MsC in Computer Science Prior Work iBrow, Peoplecert, all things web Experience Google All AdWords & Analytics Certifications OPERATING HOURS Operating Hours MONDAY-FRIDAY 9:30-6:30 AFTER HOURS: [email protected] MOBILE PHONES OF CLIENT TEAM

Lengthen/ shorten the title placeholder to suit SERVICES length of title text Media Handled (Monitor/Evaluate/Optimize) PAID SEARCH ORGANIC SEARCH GMAIL SPONSORED PROMOTIONS DISPLAY (DIRECT, AUTOMATED/ PROGRAMMATIC, AFFILIATE) YOUTUBE FACEBOOK & INSTAGRAM TWITTER

Non Media Handled (Monitor/Evaluate/Optimize) FACEBOOK & INSTAGRAM COMMUNITY MGMT TWITTER COMMUNITY MGMT SOCIAL LISTENING EMAIL A/B TESTING LANDING PAGE & CONVERSION RATE OPTIMIZATION GOOGLE ANALYTICS SETUP ATTRIBUTION MODEL CREATION BANNER & TEMPLATES CREATION COPYWRITING REPORTING COMPETITION TRACKING TECHNOLOGY Technologies/Platforms/Tools

ADWATCH (AUTOMATED ALERTS, REPORTING, INTEGRATED WITH ALL PLATFORMS) GOOGLE ANALYTICS 360 KENSHOO/MARINE/ACQUISIO CRITEO DOUBLECLICK (DCM, DS, DBM) SIZMEK (ADOPS FOR PREMIUM DISPLAY) ADVERITY (REPORTING) SOCIALBAKERS (SOCIAL) OPTIMIZELY (A/B TESTING – LANDING PAGE & CONVERSION RATE OPTIMIZATION) GTM – TAGGING SOLUTION

34 REPORTING REPORTING EXECUTIVE SUMMARY 1/3

Hello XYZ,

Please find attached the report for May (01-15/05) in which both the AdWords & Facebook results are included, while below you may find a commentary on the account’s performance. You can download the report here.

REPORTING EXECUTIVE SUMMARY 2/3

Google Search: Weekly New Customer CPA has markedly improved compared to last week (from X euro to Y euro). So far XXX New Customer and XXXX new users have been recorded with a CPA of X euro & Y euro respectively. Following the Brand campaigns, most of the New Customers are coming from the XYZ campaign which targets all countries excluding India, UK & USA. France and Australia are the top performing countries in terms of FTBs and Pakistan in terms of Registrations. Since Pakistan seems to have a similar behavior with India (high volume of Registrations & Jobs Posted but low number of Jobs Invoiced) we excluded it from our WW campaign.

REPORTING EXECUTIVE SUMMARY 3/3

Facebook During May’s first half, a total of XXX users have registered through Facebook campaigns with an avg. registration CPA of £ X, which remains quite low . A total of XXX New Customers have been recorded during this month, with an avg.CPA per New Customer at £ X, which is currently around £ Y lower comparing to last month’s CPA, after a series of optimizations applied. In regards to the Instagram placement test, only 1 New Customer has been attributed so far, as well as 2 registrations, so we are currently continuing to optimize and broaden the target audience in order to collect more insights for evaluation.

REPORTING DEEP-DIVE SAMPLES

Source (All) Network (All) Theme (All) Brand (All) Pivot table for deep dive Country (All) City (All) analysis Campaign (All) Targeting (All) Audience List (All)

Column Labels Values March 2015 April 2015 May 2015 June 2015 July 2015 August 2015 September 2015 October 2015 November 2015 Job Posts 5701 6128 6709 7172 6970 6879 7279 6872 4791 Sales Units 4231 5008 5575 5616 5247 5372 5864 4831 2935 Hourlies 2407 2416 2747 2735 2542 2717 2561 2181 1309 Jobs 1824 2592 2828 2881 2705 2655 3303 2650 1626 Sales Units Billing £ 280.000,51 £ 338.781,37 £ 397.079,04 £ 339.035,55 £ 369.208,41 £ 379.507,19 £ 451.293,63 £ 332.976,62 £ 165.425,59 Hourlies Billing £ 86.619,64 £ 83.577,24 £ 87.601,47 £ 90.838,38 £ 90.872,49 £ 103.497,37 £ 95.424,87 £ 83.242,09 £ 48.494,45 Jobs Billing £ 193.380,87 £ 255.204,13 £ 309.477,57 £ 248.197,17 £ 278.335,92 £ 276.009,82 £ 355.868,76 £ 249.734,53 £ 116.931,14 Sales Units Revenue £ 28.000,05 £ 33.878,14 £ 39.707,90 £ 33.903,55 £ 36.920,84 £ 37.950,72 £ 45.129,36 £ 33.297,66 £ 16.542,56 Hourlies Revenue £ 8.661,96 £ 8.357,72 £ 8.760,15 £ 9.083,84 £ 9.087,25 £ 10.349,74 £ 9.542,49 £ 8.324,21 £ 4.849,45 Jobs Revenue £ 19.338,09 £ 25.520,41 £ 30.947,76 £ 24.819,72 £ 27.833,59 £ 27.600,98 £ 35.586,88 £ 24.973,45 £ 11.693,11 Total Cost £ 27.856,84 £ 26.578,33 £ 27.349,86 £ 33.395,19 £ 46.082,77 £ 44.033,57 £ 47.169,12 £ 53.108,80 £ 53.187,56 ROAS 90-days 100,51% 127,47% 145,19% 101,52% 80,12% 86,19% 95,68% 62,70% 31,10% REPORTING DEEP-DIVE SAMPLES Progressive ROAS reporting Total - All Sources Months March '15 April '15 May '15 June '15 July '15 August '15 Sept '15 Oct '15 Nov '15 ROI - initial 54,24% 65,82% 69,38% 59,93% 46,53% 48,85% 53,26% 36,03% 31,10% ROI - 30 Days 79,61% 97,05% 105,75% 79,46% 64,74% 67,37% 68,62% 62,70% 31,10% ROI - 60 Days 87,89% 110,11% 115,95% 86,20% 70,44% 72,39% 95,68% 62,70% 31,10% ROI - 90 Days 100,51% 127,48% 145,22% 101,54% 80,14% 86,19% 95,68% 62,70% 31,10%

AdWords Only Months March '15 April '15 May '15 June '15 July '15 August '15 Sept '15 Oct '15 Nov '15 ROI - initial 54,24% 68,02% 68,66% 60,84% 46,47% 49,65% 53,69% 37,48% 36,64% ROI - 30 Days 79,61% 100,51% 111,61% 83,85% 69,25% 73,39% 72,11% 69,13% 36,64% ROI - 60 Days 87,89% 114,40% 123,96% 92,64% 76,63% 79,88% 105,97% 69,13% 36,64% ROI - 90 Days 100,51% 132,96% 159,55% 111,91% 88,69% 97,85% 105,97% 69,13% 36,64%

Facebook Only Months - April '15 May '15 June '15 July '15 August '15 Sept '15 Oct '15 Nov '15 ROI - initial - 36,85% 72,56% 56,60% 46,75% 46,37% 51,62% 28,77% 7,41% ROI - 30 Days - 51,20% 78,98% 63,31% 48,86% 49,08% 55,22% 29,79% 7,41% DIGITAL MARKETING IS NOT A SINGLE CHANNEL. KEEPING EVERYTHING ON TRACK IN A SINGLE VIEW IS ESSENTIAL TO MONITOR AGAINST KPIS. Unified Reporting & Dashboards UNIFIED DASHBOARDS: QUICK KPIS MONITORING Across channels, brands, departments & more

Segmented by channels, brands, departments & more UNIFIED REPORTING: ALL CHANNEL COSTS BREAKDOWN BUT HOW DOES DIGITAL WORK TOGETHER WITH OFFLINE CAMPAIGNS?

UNIFIED REPORTING: CROSS CHANNEL CORRELATION (GRPS W/ SITE VISITS) Lengthen/ shorten the title placeholder to suit TRANSPARENCY length of title text Transparency

WE OPERATE IN A FULLY TRANSPARENT MANNER

YOU CAN EITHER CHOOSE TO BE INVOICED DIRECTLY BY THE DIGITAL MEDIUM OR THROUGH MEDIABRANDS, BUT WITH FULL ACCESS TO EACH & EVERY PLATFORM

VENDOR/ TOOL INVOICES CAN ALSO BE PROVIDED TO NN UPON REQUEST

DEPENDING ON THE MEDIUM AND THE VOLUME ACHIEVED, WE MAY GET KICKBACKS, AGENCY DISCOUNTS AND/ OR REBATES

ALL FEES PRESENTED TO NN HELLAS BY REPRISE MEDIA FOR THIS RFP INCLUDE THESE REBATES.

48 Lengthen/ shorten the title placeholder to suit INNOVATION length of title text INNOVATION Part of the IPG Mediabrands network Automatically offers exclusive and priority access to research, studies, market knowledge from across markets

Direct portfolio management by Google & Facebook Automatically offers exclusive and priority access to betas, premium products We already run joint business plans for key clients directly with Google and also get access to Beta’s as quick as our New York office (that’s really quick)

Excellent relationships with Greek Digital media publishers Offers competitive pricing, innovative content formats

INNOVATION

Culture of innovation

Certifications We stay up to date, we stay connected Google Fundamentals 21 We love to experiment with new technologies Google Search 21 Google Display Network 21 We get trained by top executives from around the world Google Mobile Advertising 21 We get certified Google Shopping We commit part of our time towards innovation Advertising 21 Google Analytics 21 Google Video 21

+ it’s in our DNA!

Lengthen/ shorten the title placeholder to suit WORKING FRAMEWORK length of title text COOPERATIONS Agencies We can easily cooperate with any vendor, creative agency, SEO agency etc. or any other supplier from your side  flexible, non competitive approach  work towards achieving results  we prefer keeping the client informed in any type of communication for transparency & efficiency reasons (copied in emails etc.)  but, we can have communication and handle eg. creative briefs directly with any provider

Publishers & Private Networks We maintain excellent relationships with Greek Publishers & Private networks, as well as with publishers and networks around the globe, as a member of IPG Mediabrands.

FIRST STEPS FOR KICK OFF Week 1: Assign account - Contract signing

Access & Linking of accounts (eg. Analytics, Adwords, Facebook etc.) Kick off presentation by NN to brief RM on immediate Q targets & campaigns planned across media

Week 2: Day to Day monitoring of NN accounts starts, while further work to reach optimal account structure begins

Week 3: Debrief by RM with specific media plans & actionable items in order to go live (incl. proposed restructuring of campaigns in different platforms, GA improvements, creative brief on banners used across channels, social content plan etc.) EXECUTION Week 4: Finalization of media plans – action items applied by RM

Week 5: LIVE! Monitoring & optimization kicks off

Week 6: Weekly reporting & call, bi-weekly meetings for initial on boarding period

EXECUTION - SUMMARY We can take over the existing account and start improving performance from day 1.

It will most likely take up to 6 weeks to have a fully optimized and updated account.

POSSIBLE TECHNICAL IMPLEMENTATIONS Code snippets, pixels etc. implementation and/or debugging

Google Analytics or any other platform setup/ advanced implementation for tracking, enhanced e-commerce

Google Analytics platform setup for funnel visualization and goal tracking, custom attribution modeling.

Lengthen/ shorten the title placeholder to suit MARKET VIEW length of title text

Health Insurance Market in Greece THE ENVIRONMENT

Around 60% of Greeks turn to the private health system and 44% spend more than 5% of their income every month on medicine & medical.

When asked about their degree of satisfaction from Public Healthcare Services & EOPYY: 3/5 say that conditions in ESY have grown much worse during the last 5 years 2/5 share the same opinion for EOPYY

Kapa Research, September 2014 THE ENVIRONMENT *

Kapa Research, September 2014 THE ENVIRONMENT

* 60,8% of Greeks have no private health insurance 21,8% of Greeks have partial private health insurance

16,9% have full private health insurance

Kapa Research, September 2014 THE ENVIRONMENT

THERE IS AN INCREASING DISSATISFACTION BY NATIONAL HEALTH PROVIDERS, WHICH SHOWS THE NEED OF GREEKS TO TURN TO PRIVATE HEALTH INSURANCE.

THE POTENTIAL AUDIENCE FOR PRIVATE HEALTH INSURANCE IS BIG ENOUGH, WHICH PRESENTS AN OPPORTUNITY FOR NN TO WIN MARKET SHARE.

Kapa Research, September 2014 PEOPLE ARE KNOW TO SEARCH ONLINE FOR CAR INSURANCE, NOT HEALTH

INSURANCE RELATED QUERIES IN GOOGLE % of searches related to insurance

0,70% 0,20% 0,20% Branded - Users are primarily searching directly for insurance companies

2,30% 1,70% Generic Car - Target audience is accustomed in searching for its car insurance online 9,70% Generic Insurance - People relate generic insurance queries to car insurance Health - Only 2.30% of the total # of search queries are related to health insurance 11,80% Home

Health Card

70,90% Life

Road Assistance Google SEARCH RESULTS FOR “ASFALEIA” SEARCH RESULTS FOR “ASFALEIA”…BUT

Paid & Organic landscape shows that generic insurance queries are directly linked to car insurance.

We need to educate users about direct health insurance! SEARCH RESULTS FOR “ASFALEIA YGEIAS” SEARCH RESULTS FOR “IATRIKH ASFALISH” SEARCH RESULTS FOR “NN” SEARCH LANDSCAPE - OVERVIEW

Health Insurance queries

The search landscape for health insurance market (e.g. ασφάλεια υγείας) is cluttered with NN Direct keeping strategically the first rank among the high number of major competitors

Medical Benefits queries

There is opportunity in more generic health insurance related terms (ιατρική ασφάλιση, κάρτα υγείας) since NN’s & the competition’s appearance is very limited

Brand queries

In brand related searches only the Insurancemarket is bidding against our brand

HEALTH INSURANCE SEASONALITY & TRENDS IN GOOGLE

Strongest months  January, February & September

Mobile usage  30% of queries are now through mobile

Competition  Allianz & Interamerican have a slight lead in terms queries popularity. While there is a clear peak in NN related searches during the rebranding last year.

SEASONALITY IN GOOGLE

Only slight YoY increase in health insurance search activity 30% OF THE QUERIES IN GOOGLE ARE NOW THROUGH MOBILE

Google BRANDED QUERIES OVER TIME

Google Trends BRANDED INTEREST OVER TIME IN GOOGLE

There is a pick in the # of NN related search queries during the rebranding (March ‘15 – April’15).

Branded interest shows improvement during the last months of ‘16

Interest in ING Groups starts declining after September ‘15 INTEREST OVER TIME FOR NN

Google Trends Lengthen/ shorten the title placeholder to suit COMPETITION length of title text COMPETITION PRODUCT OFFERING

Υγείας Ζωής Όχημα anytime x n/a x mydirect.gr x n/a x interamerican.gr x x x ethniki asfalistiki x x x axa.gr x x x ethnikiprotect.gr x x x insurancemarket.gr x n/a x byi.gr x n/a x allianzdirect.gr x x x nndirect.gr x NN Hellas n/a

NN Direct has a clear positioning in terms of health insurance WEBSITE TRAFFIC DATA

Traffic 180.000 160.000 140.000 120.000 100.000 80.000 60.000 40.000 20.000 Traffic 0

Taking into account that the top 3 in terms of website traffic competitors cover multiple types of insurance, NN enjoys a premium placement. KEY COMPETITORS’ PRESENCE FOR INSURANCE QUERIES

Ασφάλειες Online Ασφάλιση Ασφάλεια Υγείας Ιατρικές Παροχές anytime.gr yes yes no no mydirect.gr yes yes no no interamerican.gr no no no no ethniki asfalistiki no no no no axa.gr no no yes no ethnikiprotect.gr no no no no insurancemarket.gr yes yes no no byi.gr no yes yes yes allianzdirect.gr yes yes no no nndirect.gr no no yes no COMPETITION SHARE IN GOOGLE % of Branded Queries

AIG - 3% Allianz - 9%

Anytime - 29% Axa - 3%

Ergo - 1% Ethniki Asfalistiki -13%

Europaiki Pisti - 8% Groupama - 3%

Hellas Direct - 4% ING -3%

Insurance Market -7% Interamerican - 7%

Interlife -3% Intersalonica - 3%

My Direct -1% Prime - 1% COMPETITION SHARE IN SOCIAL

FB fans YouTube subscribers Twitter presence Instagram presence nndirect.gr 482.536 n/a 33 n/a anytime 439.929 628 9.443 144 axa.gr 76.510 n/a n/a n/a interamerican.gr 41.287 178 n/a 237 allianzdirect.gr 21.964 1.082 n/a n/a insurancemarket.gr 21.068 145 195 n/a ethniki asfalistiki 11.734 10 n/a n/a mydirect.gr 4.291 35 n/a n/a byi.gr 2.723 n/a n/a n/a ethnikiprotect.gr n/a n/a n/a n/a Lengthen/ shorten the title placeholder to suit TARGET AUDIENCE length of title text MEET YIANNIS

What fills his head?

• Family • Expenses He’s 40 y.o. married, father of 2 kids. • Work, stress He is working as a lawyer at a top law firm. • Parenting

What’s his online buying How he uses the process? internet?

• Searches for the best • Reads news from various deal sites • Reads reviews, articles in • Watches video clips blogs & social media • Talks, comments, shares on FB

Generation X MEET MARIA What fills her head?

• Career She’s 34 y.o., single, working as an architect. • Uncertainty • The future She uses internet for most of her daily activities • Work from communicating to paying bills, etc.

What’s her online buying How she uses the internet? process?

• For Communication • Reads reviews & asks her & connectivity social circles • Quick access to information • Researches for deals

• Compares prices before

making a purchase

Millennial THE AMOUNT OF TIME SPENT WITH MEDIA

All actions incl. internet

238 242 217 214 221 224 172 189 180 144 144 148 108 118 18 16

Television Internet Smartphone Laptop Desktop Tablet Radio Print

216 235 175 154 154 129 103 128 94 90 77 88 127 118 11 13

Television Internet Smartphone Laptop Desktop Tablet Radio Print

NOTE - in TV there is no separation between singles & young families. Average time spent has been calculated with the following audiences: adults 30-45 and adults 30-45 with children up to 12 y.o..

Sources : Nielsen SA, Connection Panels, Bari Focus OUR AUDIENCE

Young Families(Yiannis) Singles (Maria) Age 30-45 30-45 Gender Men, women Men, women Married, with / without Family Status Single children Work Status Employed Employed Media Consumption TV, Internet, Mobile TV, Internet, Mobile Digital Literate Yes (online purchases) Yes (online purchases & online banking) YOUNG FAMILIES ON FACEBOOK (YIANNIS)

The Young Families target audience translated in facebook demographics:

Age & Gender Education Level

YOUNG FAMILIES ON FACEBOOK (YIANNIS)

Top Page Likes

SINGLES ON FACEBOOK (MARIA)

The Singles target audience translated in facebook demographics:

Age & Gender Education Level

OUR TARGET AUDIENCE IN FACEBOOK

Young Families (Yiannis)

• 900K – 1M monthly active users

• Countryside residents are more likely to be in this target group compared to major cities residents

Singles (Maria)

• 150 – 200K monthly active users

HOW ARE WE GOING TO TARGET THEM?

Our target group spends most of its time in front of a screen:

• Create a cross-device strategy reaching potential customers throughout the day and their buying cycle. • Use of all available digital mediums (Google Search, Display Advertising, Facebook, YouTube)

• Reach people based on their interests and daily habits • Insurance, Health Insurance, Health & Fitness Buffs, Family Focused, Women’s & Men’s Interests, Savvy Parents, Financial Services, Home, Education • Competitors Lengthen/ shorten the title placeholder to suit STRATEGIC APPROACH length of title text STRATEGIC APPROACH

Our goal is to focus mainly on performance, e.g increase issued policies

Build brand awareness to educate users about health insurance and establish NN Direct as a top-of-mind choice for health insurance Lengthen/ shorten the title placeholder to suit TARGETS length of title text NN VISION

No 1 Brand in direct health insurance

Client-oriented organization

Stay true to the «Νοιαζόμαστε, Είμαστε Ξεκάθαροι, Δεσμευόμαστε» values

http://insuranceworld.gr/36013/eidiseis/asfalistikes-eidiseis/se-4-axones-to-orama-tin-nn-hellas/ MEDIA OBJECTIVES

Performance • Maintain Top Position in search results • New policies • Renewals • Quotes • Leads • Calls to call center Awareness • Brand Lift • Clicks to site • Ad recall Engagement • App Installs • App Engagement PERFORMANCE KPIS

Our performance campaign will be active throughout the year and will cover all existing demand (new & repeat clients)

KPIs: • Leads (step 1 & 3) & Cost / Lead • Quotes & payment interval • Contract submission (sale) & Cost / Sale • Calls to Call Center

Channel mix: Search, Remarketing, Facebook AWARENESS KPIS

Always-on awareness campaigns to increase site traffic and of course brand interest.

Ad-hoc awareness bursts during “hot” months in terms of seasonality/

KPIs: Brand Awareness, Consideration, Brand Interest, Ad Recall, Clicks to the site, Impressions

Channel mix: Display (direct, automated), Google’s engagement formats (Engagement Ads, Gsp), YouTube (TrueView & Mastheads), Social Media (Facebook, Instagram) ENGAGEMENT KPIS

Increase brand affinity and drive consideration by engaging online users with our mobile apps.

KPIs: App Installations & App Engagement, Engagement metrics for Social Media (likes, comments, shares etc.)

Channel mix: App Install & Engagement Campaigns (Google, Facebook, Instagram) Lengthen/ shorten the title placeholder to suit FUNNEL length of title text FUNNEL VISUALIZATION

• 3m clicks to the website Started Wizard • 7% conv. Rate

• 210k leads collected

Lead • 35% conv. Rate

• 74k users got Quote

Quote • 50% conv. Rate

• 37k users submitted their Personal Info & Medical History

Rich Lead • 14% conv. Rate

• 5,360 applications submitted Contract Issued

Applies for 1 M Media Plan Lengthen/ shorten the title placeholder to suit IMPLEMENTATION length of title text Lengthen/ shorten the title placeholder to suit PERFORMANCE length of title text PERFORMANCE - GOOGLE SEARCH APPROACH

Our Strategy:

We’ll use the Search Network as the main driver of issued policies

We have two pillars:

- Search: keep presence on our brand name, strengthen & capitalize health insurance queries, start bidding on hospital & medical care services, bid on competitors’ brand combined with health insurance terms, - RLSA: Competitive bidding on more expensive and generic terms related to insurance such as ασφάλεια, as well as our competitors brand names (axa) to ensure quality traffic driven from high volume search terms, keeping the spend limited benefiting from the Search Remarketing strategy (RLSA)

PERFORMANCE - GOOGLE SEARCH APPROACH

Search Remarketing

What is search remarketing (RLSA)?

Ability to bid differently on Search based on past visitor behavior (remarketing on search)

1. Ensures relevant targeting on broader keywords

2. Allows for more aggressive bidding on loyal users

3. Useful when we want to target generic insurance searches only for people who have visited our website

4. Also useful to ensure higher position bidding for people who have visited our website and are likely to convert.

PERFORMANCE - GOOGLE SEARCH APPROACH

Search Structure:

1. Brand Target brand & related searches (nn direct, nn health, ing group)

2. Competitors Target competitors’ brand name with generic keywords (anytime υγεία, axa ασφάλεια υγείας)

3. Health Insurance (Ασφάλεια υγείας, καλύτερη ασφάλεια υγείας, φθηνή ασφάλεια υγείας, ασφάλεια υγείας παιδιού)

4. Generic Health Insurance Related Terms (Νοσοκομειακή κάλυψη, ιατρική ασφάλιση, παροχές, νοσοκομειακά προγράμματα)

PERFORMANCE - GOOGLE SEARCH APPROACH

Search Remarketing Structure:

1. Insurance Target insurance specific terms with very high demand & cost(ασφάλεια)

2. Generic Insurance Target insurance related generic terms (online ασφάλεια, online ασφάλιση, direct ασφάλεια)

3. Competitors

Target competitors’ brand name (anytime, allianzdirect, axa, ethnikiprotect, interamerican)

4. Similar Users on Search Get whitelisted for Google’s beta to use Similar Users list on search queries, based on our remarketing lists

PERFORMANCE - GOOGLE SEARCH APPROACH

Structure campaigns to have complete control over investment

1. Carefully structure keywords & select match types  ensure high QS, lower CPCs

2. Split to many campaigns  Greater budget control

3. Set and monitor investment according to seasonality of demand

PERFORMANCE - GOOGLE SEARCH APPROACH

Quality Score driven campaign structure

1. High QS = Lower CPC, Better CPA

2. Tightly themed AdGroups with a keyword relevant text ad leading to a keyword themed landing page

3. High CTR kick off period to ensure high QS

CAMPAIGN OPTIMIZATION

Campaign optimization is conducted in 5 levels:

• Campaign Performance

• Budget

• Location

• Device

• Scheduling CAMPAIGN OPTIMIZATION - CAMPAIGN PERFORMANCE

• Based on KPI’s and reporting analysis we identify the campaigns with the best/worst performance • We optimize based on that on different campaign levels – budget, scheduling etc • This is checked on a daily basis CAMPAIGN OPTIMIZATION - BUDGET

• Reallocate budgets based on strategy of each month

• Make changes twice a week to allocate budgets on best performing campaigns depending on the KPI CAMPAIGN OPTIMIZATION - LOCATION

• Perform a Location Report Analysis, biweekly or once a month (frequency depends on the volume of clicks and conversions to have more statistical significant results)

• Identify cities or areas with higher performance and bid accordingly, or create separate campaigns for top performing cities if needed CAMPAIGN OPTIMIZATION - DEVICE

• Understand through client’s analytics platform the traffic and conversions through each device

• Set Device bid adjustments based on the Device Report to further improve results

• Track Cross-Device Conversions from Google CAMPAIGN OPTIMIZATION - SCHEDULING

• Check Scheduling once a month to understand specific days or hours of the day that policies sold are increased or traffic to site is

• Bid accordingly based on insights

• Get client’s data for best performing days of week and hours of day and use this data for Google campaigns CAMPAIGN OPTIMIZATION - SCHEDULING ADGROUP OPTIMIZATION

AdGroup optimization is conducted in 4 levels:

• Managing Bids

• Bidding Strategy

• Keywords targeting

• Ad copies (testing) ADGROUP OPTIMIZATION – MANAGING BIDS

• Managing bids is a constant procedure

• We start with higher bids in the beginning so as to achieve better Quality Score, and then gradually decrease after having achieved high QS

• Then optimize to identify the optimal position for each campaign that will achieve positive ROI

• This is something happening on a campaign (location, schedule, device), adgroup & keyword level on a very regular basis ADGROUP OPTIMIZATION – BIDDING STRATEGY

• First bidding strategy is set to maximize clicks

• Once we have first statistically significant results and sufficient insurance policies we switch bidding strategy to ‘target CPA’ or any conversion related bidding strategy

• Ability to choose from other bidding strategies as well based on strategy ADGROUP OPTIMIZATION – KEYWORDS TARGETING (1)

• In the initial stage, we start with the client’s site to identify the main keywords we want to target and then we also make a further analysis on competitor sites and on Google to see for which keywords our competitors are bidding for

• We enrich this keyword list by searching on AdWords Keyword Planner where we also identify keyword search volume, estimated costs & clicks

ADGROUP OPTIMIZATION – KEYWORDS TARGETING (2)

• Once the campaigns start running, we use the Search Term Report (where we can see for which keywords our ads have appeared) to monitor and optimize keywords

• We use the Auction Insights report frequently to see what our competitor’s doing or understand bid increases

• Our general approach includes, to identify new opportunity keywords, but also exclude keywords that aren’t profitable after all ADGROUP OPTIMIZATION – AD COPIES (1)

• Identify and highlight client’s USP, create text ads with strong CTA’s, use extensions, and find the most relevant landing page based on user’s query

• Testing is of primary focus on performance driven accounts. Regularly test ad copies for improving relevance, Quality Score and CTR, but most importantly to increase conversion rates

• Testing period usually takes place for 2 weeks or at least until we have conclusive and statistically significant results ADGROUP OPTIMIZATION – AD COPIES (2)

Use all available Ad extensions to increase ad visibility, eCTR & Conv. Rate DISPLAY & DYNAMIC REMARKETING

Remarketing helps you reconnect with past visitors / customers keeping our brand as top-of- mind by showing relevant ads in display network across their different devices.

• Create Remarketing Lists for every step of the funnel & retarget visitors with customized messages, ideal to their needs • We will target: • Customers whose policy is expiring or has expired recently • Visitors who have issued a policy but haven’t paid yet (step 5) • Visitors who haven’t added their personal data or medical history (step 2 & 3) • Visitors who have added their email and mobile (step 1) • Frequency capping will vary based on the step of the funnel, with Higher freq. capping (6) for customers whose policy has or will expire

DISPLAY & DYNAMIC REMARKETING

Custom ad targeting users that have open jobs in PPH

Custom ad targeting users that have visited the “Digital Cameras” section

FB & IG APPROACH

Instagram in Greece PERFORMANCE - FACEBOOK & INSTAGRAM APPROACH

How do Facebook & Instagram ads work? PERFORMANCE - FACEBOOK & INSTAGRAM APPROACH

3 MAIN CAMPAIGN PILLARS:

• Website Conversions campaigns, aiming to increase website traffic and website form submissions

• Lead Ads campaigns, aiming to collect leads from the lead generation campaign within Facebook

• Reach and Frequency model for big brand boosts, to achieve mass reach with a reserved CPM format and controlled frequency