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.

Describe how the promotion developed from concept to implementation

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.”

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

This stunt turned potential travellers at the travel fair into victims of the ‘reverse picked-pocket business card’. So, while planning for a holiday, it demonstrated to them that anything could happen to anybody. It was a case of perfect place and time.