Brand | NASCO |
Product/Service | NASCO INSURANCE |
Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Category | Consumer Services / Business to Business |
Idea Creation
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TBWA\RAAD Dubai, UNITED ARAB EMIRATES
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Production
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AUDIO MILITIA Johannesburg, SOUTH AFRICA
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Write a short summary of what happens in the radio or audio execution or campaign.
As humans, we want to live our life in a positive way and not dwell too much on negative stuff.
So, we also tend to not focus on potential negative things happening either.
When it comes to insurance, we need to invest in the possibility of something bad happening. It can be difficult to get people to sign up for the belief that a bad event might take place in their life.
So NASCO needed to find a way to encourage customers to buy insurance plans for something people don’t think about - or don’t even want to think about.
Cultural / Context information for the jury
People tend to think that bad events – such as a fire, crash, your child missing out on education – are unlikely to happen to us. What are the chances, right?
For some of these events, the probability is one in millions, so it’s highly unlikely.
However, any given probability indicates that it will eventually happen. And the person it happens to could be anyone. This became a Law. There’s a proverbial law in probabilities, Murphy’s Law, that states: “anything that can go wrong will go wrong”.
And that’s the approach NASCO decided to embrace when encouraging customers to invest in the probability of something going wrong.
Although the chances may be tiny, they will happen eventually. So be prepared.
NASCO took it upon themselves to explain to customers that it’s better to be safe than sorry.
Script. Provide the full to radio/audio script in English.
El Diablo Rodriguez
One in four million. That’s the likelihood of a house robbery in Dubai.
But there are currently one million properties in the city, and sadly for real estate agents, 20% are empty, leaving 800,000.
17% are artificial islands that can’t be reached; 9% are super fortified villas, 6% are those you see on Facebook with tigers and cheetahs; and 25% are apartments, safe up in the skyscraper heaven.
That brings us to 298,000. Still a big number, right?
Wrong.
22% of those properties are restaurants, 27% are stores, 12% are oil companies, 8% schools, 5% hospitals,
and 1% is Beckham’s secret mansion, leaving us with just two houses…
One is your neighbor’s, who six months ago was the head of a South American cartel, better known by his alias:
‘El Diablo Rodriguez’.
The other house? Yeah, that’s yours.
Don’t play the odds.
Get the NASCO Property Insurance today, at nascoinsurancegroup.com
Credits
Walid Kanaan |
TBWA\RAAD |
Chief Creative Officer |
Joe Lahham |
TBWA\RAAD |
Managing Director |
Jennifer Fischer |
TBWA\RAAD |
Chief Innovation Officer |
Alex Pineda |
TBWA\RAAD |
Executive Creative Director |
Jim Robbins |
TBWA\RAAD |
Executive Creative Director |
Simon Raffaghello |
TBWA\RAAD |
Head of Copy |
Rijin Kunnath |
TBWA\RAAD |
Design |
Smithesh Krishnan |
TBWA\RAAD |
Design |
Leo Paul |
TBWA\RAAD |
Design |
Ricardo Gasparian |
TBWA\RAAD |
Strategy |
Zuhair Khan |
TBWA\RAAD |
Motion Designer |
Romy Abdelnour |
TBWA\RAAD |
PR & Communications |
Ezzat Habra |
TBWA\RAAD |
Traffic |
Naveen Madurakariyan |
TBWA\RAAD |
Traffic |
View Script