The Brief

DriveShield targeted a 15% growth in sales, from new and existing customers. But when it comes to car insurance, drivers either look for lowest price, or stuck withtheir existing insurer through inertia. Practically no one thinks of which insurance will help most in case of accident. After all, it always happens to ‘someone else’. The fact is, an accident is just the start of a painful process as investigations drag on. We decided to give away in-car cameras, and dramatise how it could prove the facts behind virtually any accident, however bizarre. And ultimately reduce the pain after an accident.

Creative Execution

With 78% of claims disputed due to lack of evidence, a video record of an accident is crucial. Our installations dramatised the power of an in-car camera to capture the facts behind an accident. The content of the videos also made them prime viral material, with visitors sharing and posting on social media. We intrigued, entertained and then engaged this audience – bringing to life the importance of being able to “capture the unexpected”, to better protect themselves on the roads.

Describe the creative solution to the brief/objective.

Unusual car accidents always prompt the question ‘how did that happen?’. But the truth is often stranger than fiction, and nothing persuades more than seeing video evidence. We created 3 unusual car installations – a halved car, a magnetic car and a frozen car. QR codes revealed the bizarre circumstances that caused the ‘accident’ through in-car videos. We targeted the carparks at major expos for maximum exposure. Although the campaign relied solely on outdoor installations and social media, we projected a 15% increase in YOY sales and 15% in visitorship to the webpage.

Results

The 3-month long campaign garnered an extremely high visitorship to the DriveShield page with more than 9 times our target, and it saw a dramatic increase in premium value derived from sales conversions. The videos were viewed over 740,000 times, mentioned in over 50 forums and started over 300 conversation threads. Tweetreach went to more than 460,300 accounts and made more than 612,000 impressions in less than 5hours.