2013 Winners & Shortlists

The Brief

People like to think disasters, such as residential fires, are things that won’t happen to them. We needed to convince them otherwise. Leverage awareness of the recent wave of big residential fires in Dubai, all of which caused by cigarette butts, to encourage uninsured people (86% of the UAE) to consider Standard Chartered Home Content Insurance.

Creative Execution

The specially designed “smoke towers” surprised people and reminded them of their home, their family, their valuables…and how unpredictable life can be, and why insurance is a necessity.

Describe the creative solution to the brief/objective.

To highlight the urgency of Home Content Insurance, we targeted our audience where they least expect it, but are most receptive—at work, away from home and family. We created specially designed “smoke towers”, a cigarette bin that resembles a residential tower, and placed them outside businesses complexes. When people throw away their cigarettes in the “smoke tower”, the residual smoke triggers a fire alarm, followed by a message: “…it takes very little to start a fire. Are you covered by Home Content Insurance? Call Standard Chartered Bank today on 600 522 288”

Results

10 “smoke towers” were active for 6 working days. In that time, Standard Chartered Bank received 155 inquiries about Home Content Insurance and registered 67 new customers. 1 “smoke tower” went missing.