2013 Winners & Shortlists

Results and Effectiveness

The true objectives of the door-drop were achieved. People actually wore the t-shirts, generating the awareness we hoped for. Further to this key success, there were an additional 82 site visits during the month. There were also an additional 9 policies bought during the period.

Creative Execution

We created 300 t-shirts with popular song lyrics on the front - each message linking to witty fine print on the back, showing how terms and conditions really give things a new meaning. We dropped them randomly at the doors of residents (mostly mid-twenties to mid-thirties) within the JLT vicinity. The idea behind this? Along with making the door step of residents a strategic touch point, we ensured the t-shirts became a traveling medium of our communication, once worn by the residents.

Insights, Strategy and the Idea

People in the UAE hardly see the need for insurance. That is, of course, until something goes dreadfully wrong. When the fire at Tamweel Tower, JLT (a residential tower in Dubai) took place in November 2012, it created a lot of panic and conversation in the UAE – newspapers, radio, blogs and word of mouth. Not only were people left homeless, but the victims lost their valuable possessions too. Our client, an insurance broker, wanted to use this time of distress to remind young people (an audience that didn’t care much for insurance) about the importance of insurance and the relevance of policy terms and conditions. Our challenge was to communicate this insurance message in a way that would stress on its importance, and yet not draw on the sensitivities of the recent events that took place.