The Brief

“It will never happen to me.” That is the mindset most travellers have when it comes to purchasing holiday insurance. So how do you make potential travellers consider buying travel insurance when it's the last thing on their minds? We had to show travellers that anything can happen to anybody.

Creative Execution

The idea turned potential travellers into victims of the ‘reverse picked-pocket business card’, which demonstrated to them that anything could happen to anybody. This idea successfully shifted their consideration about travel insurance. Now the last thing they thought about, had become the first item on their holiday plan.

Describe the creative solution to the brief/objective.

During the city’s annual travel fair, we hired professionals to ‘reverse pickpocket’, which meant they had to slip our business cards into the pockets of unsuspecting visitors at the fair. So, rather than losing their belongings, the visitors found something valuable in their pockets. They found peace of mind. And it read, “A pickpocket can take your wallet out faster than it took to slip in this card. Make sure you’re travel insured.”

Results

Over 20% of travelers had included our travel insurance policy into their holiday itineraries.