Vodafone Phone Insurance "Well-meant Thieves"

In Romania a phone is stolen every two minutes. People know that phones are being stolen, but the don't believe that it can happen to them. So, they don't take into consideration insuring their phones. The hired professional pickpockets to slip the flyers promoting the Vodafone Insurance into peoples bags, purses, pockets or any other place they keep their phones. This way they proved them how vulnerable they are and made them consider very strongly insuring their phones.

Agency: McCann Erickson, Romania.

Lifebroker "Death happens"

To promote Lifebroker and the benefits of life insurance, McCann Melbourne put fallen safes in the middle of office foyers to get people to read a sticker above.

Agency: McCann Erickson Melbourne, Australia.

SulAmérica Home Insurance "Wild Pets"

By means of several digital campaigns for database enrichment, they have detected that 30% of the families of SulAmérica Home Insurance’s clients had harmless pets. They have used this information to create an incentive action that leveraged renewal of SulAmérica Home Insurance. Based on the information obtained in the research, they sent warning plates, like those used for wild dogs, customized with the families’ pets.

Agency: Sun/MRM, Brasil.

Zurich Financial Services "Stickers"

Their task was to promote the speed and ease of having car damages fixed through the Zurich insurance "HelpPoint" service centers. These service centers allow auto insurance customers to drop off their dameged cars for quick, hassle free repairs. The HelpPoint takes care of all of the claims paperwork, arranges for all of the reapairs and even provides a coutesy car so customers can stay mobile. To demonstrate how quickly car damages are fixed through HelpPoint, they placed "cling" stickers on parked cars in front of stores, on residential streets, basically everywhere. The car owners returned to find their car had a scratch, graffitti or a shattered window. Once the initial shock wore off, the car owners could then effortlessly pull the "damage" off. The simple text drove the point home.

Publicis Zurich, Switzerland.

Zurich Financial Services "Friday the 13th"

It's a common belief the friday the 13th is a good day for bad things to happen. It turns out, it's also a good day to advertise insurance. Using the old cliché of a flower pot accidentally falling on your car, they turned to the streets to create something memorable. On the morning of friday the 13th, people woke up to find rows of broken flower pots strewn across the city sidewalks. As they look closer, they saw small, well branded signs that read: "Today is friday the 13th. Are you well insured? Zurich. Because change happens." In addition to the signs, they created branded flower labels that doubled as vouchers. Each voucher was good for a complimentary consultation with a Zurich insurance expert waiting in the Zurich agency just 100 meters away. In general, the typically conservative Swiss were very amused, surprised and pleased with the promotion. They noticed a number of people taking pictures with their mobile phones, wich were then found on local blogs. By end of the day, the Swiss and german press had picked up the sory both online and in print. As the installation was being removed, people were still asking for vouchers. A very lucky few even went home with fresh flowers. Best of all, Zurich reported a spike in consultation requests the entire "unlucky" day.

Agency: Publicis Zurich, Switzerland.

Pruhealth "Orange Dispenser"

Pruhealth, a UK health insurance provider, turned London bus stops into fruit dispensers. A piece of fruit is delivered to onlookers each minute while stock lasts. The bus stops have been converted to clear plastic hoppers which display and vend oranges. The instruction is “help yourself”. Each piece of fruit is labeled with the brand and a link to a microsite containing a DIY health check.

Agency: Pruhealth, United Kingdom.

Bronze Promo Lions "Bokito Viewer"

On 18 may 2007 a gorilla named Bokito escaped from Rotterdam Zoo. During his escape the animal attacked a female visitor. The woman had visited Bokito four days a week and during her visits had she frequent eye contact with the animal. This presumably led to the attack, since gorillas do not like direct eye contact. Sufficient reason, then, for a preventive solution by health care insurer FBTO. In its communications, FBTO always offers simple solutions. As it did in the present context. The weeekend after the escape they distibuted more than 2000 so-called Bokito Viewers at the entrance to Rotterdam Zoo. Simple cardboard spectacles, all printed with an averted gaze on the outside, enabling visitors to look at apes and monkeys without Bokito ever having to feel threatened again. More than 125,000 Euro worth of national and international media attention on radio, television, various daily newspapers, online newschannels and home-made clips on YouTube. In addition, the Bokito Viewer produced around 26,000 Google hits at the time. Bronze Promo Lion Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

AIG Insurance.

AIG Memsa offers a wide-variety of insurance solutions. They were asked to do a Direct mailing exercise to target the elite who possess antiques and expensive artifacts. Artifacts are rare and expensive. One can't afford to have them broken. That's what we sent people - expensive looking broken china, thus hinting the pain it would cause to see an actual artifact break due to moving, cleaning or whatever the reason. 28% of the recipients of the DM called AIG Memsa to find out more about the services.

Agency: JWT Dubai, United Arab Emirates.

Adgoodness

FBTO "The Sand Towel"

Come up with an incentive to promote the travel insurance from FBTO during the summer holidays, fiting within the campaign: FBTO. Do-it-yourself insurance. They created the SandTowel as an incentive for people who took out travel insurance. Though just an ordinary white towel at first glance, when turned over it has a photo of sans printed on the back to use to cover your valuables when you go swimming. This clever device perfectly camouflages and protects your valuables so you can swim whitout worry.

Agency: DDB Amsterdam, The Netherlands.

Centraal Beheer Insurance "Sunshield"

Promote Centraal Beheer as an insurance company and their car insurance in particular. Budget is limited, so the use of traditional media is not possible. The sunshield shows a robber who is stealing a radio set from a car. The well-know motto of insurance company Centaal Beheer- "Just call us" -is featured next to the robber. Besides a lot of goodwill, the amount of phone calls requesting information on car insurance increased that month. Bronze Eurobest Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

Mercator Insurances "The life size burglar"

Mercator insurances wanted to boost the sale of their Home Select insurances. An insurance that covers burglary. They made people aware that, alarm system or not, their homes are more vulnerable to burglary then they might think. They send the target group an envelope with a folded life size burglar with the message: It's that easy to get in your home. Underneath there's a cal to action: How well are you insured against burglary? As your broker for more info. 41% percent of the receivers visited our site after receiving this mailing. Sales of the Home Select insurance increased with 72% in the month after this mailing. Bronze Eurobest Winner 2007.

Agency: Duvall Guillaume Antwerp, Belgium.

FBTO Bokito Viewer.

On 18 may 2007 a gorilla named Bokito escaped from Rotterdam Zoo. During his escape the animal attacked a female visitor. The woman had visited Bokito four days a week and during her visits had she frequent eye contact with the animal. This presumably led to the attack, since gorillas do not like direct eye contact. Sufficient reason, then, for a preventive solution by health care insurer FBTO. In its communications, FBTO always offers simple solutions. As it did in the present context. The weeekend after the escape they distibuted more than 2000 so-called Bokito Viewers at the entrance to Rotterdam Zoo. Simple cardboard spectacles, all printed with an averted gaze on the outside, enabling visitors to look at apes and monkeys without Bokito ever having to feel threatened again. More than 125,000 Euro worth of national and international media attention on radio, television, various daily newspapers, online newschannels and home-made clips on YouTube. In addition, the Bokito Viewer produced around 26,000 Google hits at the time. Silver Eurobest Winner 2007.

Agency: DDB Amsterdam, The Netherlands.

Interpolis "Burnt mailing"

Interpolis insurance company depends on agents for selling Compact Business Policy. The business insurance market is difficult to penetrate. Insurance is a low-involvement item. Switching considered bothersome. Aim (agent mailing): bring in participants fot mailing to prospects. Aim (prospect mailing): Consultative talks. Central to their DM approach is damage actually suffered. damages must not only be visible but also tangible. Agents therefore received penetrating fire damage reports. Agents mailings to prospects were partially burnt.

Agency: Proximity, The Netherlands.

AOK "Smoker's lung"

The AOK (German largest health insurance company) wants to help smokers quit smoking. A lung made of glass, filled with cigarette stubs, demonstrates what a smokers lung looks like. Smokers who thereupon want to break their addiction can inform themeselves online on how to quit smoking succesfully. The smoker's glass lung will be installed in front of and inside public buildings such as the AOK headquarters, hospitals, swimming pools and restaurants in cities in Southern Germany. Alone in the first day, the 6th of December 2006, 6,167 people visit the link www.ich-werde-nightraucher.de (i-will-become-a-non-smoker) on the AOK website.

Advertising Agency: Serviceplan, Dritte Werbeagentur, Germany.

Adsoftheworld

KarstadtQuelle Insurance.

KarstadtQuelle Insurance is making the best use of bowling lanes by advertising its dental implant coverage. When a bowling ball hits the pins it look like teeth being knocked out.

Agency: Jung von Matt, Germany.

Wuerttembergische Versicherung "Business Lighters"

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.

IAG Landlord Insurance “Wallpaper”

The big fear among landlords is that there are strangers in their property who could do extreme damage. We chose to make their fears (almost) a reality by putting the evidence of tenant vandalism directly in their hands. We sent them a large piece of wallpaper that appeared to have been torn directly from their wall, but which reveals all the ways NRMA Landlord Insurance can make their fears a thing of the past, by giving the cover they really want.

Agency: M&C Saatchi, Australia.