2012 Winners & Shortlists

The Brief

Insurance is a commodity that people rarely see the need for. Whether it’s optimism or lack of awareness, there are many who fail to see how easily things can go wrong. Our task was to show our target audience of motorists, just how easily they could fall victim to unfortunate incidents, and would then certainly require the services of our client – Future Insurance.

Creative Execution

Insurance is something people don’t actively think about, until a mishap occurs. So we employed a fear tactic. The impact of having such an easily available theft device as a hanger in front of them reminded our audience that car theft and crime is a harsh reality – one they may someday fall victim to as well. It brought to their attention the dire need for car insurance, available at Future Insurance.

Describe the creative solution to the brief/objective.

To get our message across, we found the most impactful touch point where our audience could truly understand the need for motor insurance – their very own car. On it, we placed a hanger with a message that explained in simple steps how it could be used to pick the lock of a parked car. Curious about the nature of the message, they turned the hanger around to discover a message from Future Insurance, telling them how easily someone could target their car, using a simple device like this, and that they should consider insurance.

Results

Through the communication to approximately 2,500 car owners within community locales, Future Insurance received a total of 531 phone calls regarding their motor insurance policy – amounting to a response rate of over 20%. 51 of these callers actually bought a motor insurance policy from Future Insurance.