Every three minutes, a fire breaks out somewhere in Germany. Most incidents occur in private households, where causes range from unattended electrical appliances or naked flames to unforeseeable hazards. The insurance company “Wuerttembergische Versicherung”, wanted to make customers more aware of these dangers, and asked them to develop an advertising tool to show how quickly possessions can go up in smoke – and that taking out Household and Buildings insurance is a worthwhile investment. Their solution involved one of the most widespread promotion tools in the whole insurance branch – business cards. Instead of ordinary cards, Wuerttemberg’s people now hand out engraved petrol lighters with one of three different motifs: an ironing board and iron, a Christmas tree, or a house. When customers open the lid and flick the wheel, they see how quickly these harmless objects can turn into dangerous fires. People who see the point of taking out Household and Buildings insurance can then contact their local agent, using the address on the back of the lighter.
Agency: Leo Burnett, Germany.