2012 Winners & Shortlists

The Brief

Future Insurance is a regional insurance broker that was launching a new range of home insurance products. They wanted to remind people why home insurance was so important, and should be considered a viable choice for any homeowner. To do this, we thought it was time to get inside the minds, and homes, of Dubai homeowners like never before.

Creative Execution

One of the scariest feelings for people to experience is that someone has broken into their home. All kinds of ideas pop into their head: What was stolen? How did they get in? What can I do to protect myself? With only cardboard and rubber bands, we were able to recreate this feeling in villas and homes. Then, we were able to remind homeowners of how important it was to insure one of the things they treasure the most.

Describe the creative solution to the brief/objective.

We created a flattened box that slips under doors and then pops into shape. Rubber bands connected to different parts of the box give it the elasticity needed to transform from flat to 3D. The box was certainly big enough (22 x 22) to make people wonder how something this size could get into their homes. To further fuel the drama, messages like, “We got into your home”, “It was this easy to get in”, “Nothing stopped us from getting inside” were written on each side. The 4th side reiterated to homeowners how they need to protect their home.

Results

After “placing” the box in over 1,800 homes, Future Insurance received 165 inquiries, with 9% of the inquiries turning into customers.