2022 Winners & Shortlists

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.

Little Lidia One in five million. That’s the likelihood of a child missing the chance of college education in Dubai. Sounds good, right? Not so fast! There are 2,345,000 people in the city. 14% of them are old-timers and 12% are pudgy-faced newborns, leaving us with 1.7 million. 35% of them are high school grads and 17% are getting a BA in BS now, leaving us with 650,000 kids. 12% of them want to be doctors, 9% engineers, 8% of them want to be astronauts, (little laugh) yeah, a classic, 7% artists, 6% bankers, 5% want to be YouTubers, a number that’s growing these days, and the last 4% aspire to enter the Arab oil industry. Easy. This leaves us with only two kids left… One is little Lydia; a tiny genius with an IQ of 198, who by age 10, speaks five languages, wrote her first symphony and divides her time between Girl Scouts and quantum physics. The other child? Your son. Don’t play the odds. Get the NASCO Children Education Plan today, at nascoinsurancegroup.com