2015 Winners & Shortlists

The Brief

To drive the need for APA Globetrotter Travel Insurance product in a market that does not realize the importance of travel insurance.

Describe how the promotion developed from concept to implementation

The importance of insurance is best realized when you are stuck in an unfortunate situation without an insurance cover often leading to anxiety, fear and even regrets. Our idea therefore was a simple demonstration of what could happen to anyone while traveling. Baggage belt being the stage, with a few damaged bags, we created Baggage Drama at the Jomo Kenyatta International Airport and effectively communicated our brand message.

Describe the success of the promotion with both client and consumer including some quantifiable results

The idea took hundreds of passengers on a journey of emotions ranging from anxiety and fear to surprise and smiles. No wonder #BaggageDrama became the most trending advertising Twitter handle in Kenya within the first month of its launch. The Youtube video got over 100,000 views and started numerous conversations on Facebook, blogs and other media and advertising platforms. With just a small expenditure on damaged bags worth USD93, the idea garnered 2.2 million impressions and PR worth millions. The idea also led to a 430% increase in enquiries and more than threefold increase in product sales.

Explain why the method of promotion was most relevant to the product or service

After every safe landing, the biggest worry for airline passengers is the safe recovery of their checked in baggage. Every extra minute spent at the baggage belt only adds to their worries. Creating a drama and plugging in our brand message at such a spot gave us a good opportunity to engage with our potential customers in one of the most unique and relevant ways.