EXPECT THE UNEXPECTED

TitleEXPECT THE UNEXPECTED
BrandDBS BANK LTD
Product / ServiceCAR INSURANCE
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company DDB GROUP SINGAPORE, SINGAPORE
Advertising Agency DDB GROUP SINGAPORE, SINGAPORE
Media Agency HAVAS MEDIA GROUP Singapore, SINGAPORE

Credits

Name Company Position
Chris Lim Ddb Group Singapore Associate Creative Director/Copywriter
Edwyna Yeo Ddb Group Singapore Account Executive
Ellyna Rahim Ddb Group Singapore Account Manager
Ng Kok Jong Ddb Group Singapore Senior Account Manager
Ng Hwei Yun Ddb Group Singapore Senior Account Executive
Pierce Sim Ddb Group Singapore Senior Account Executive
Jasmine Ng Ddb Group Singapore Senior Account Manager
Joshua Lee Ddb Group Singapore Associate Business Director
Michelle Tan Ddb Group Singapore Creative Service Director/Producer
Theresa Ong Ddb Group Singapore Senior Copywriter
Benson Toh Ddb Group Singapore Creative Group Head/Art Director
Francis Ooi Ddb Group Singapore Creative Director
Thomas Yang Ddb Group Singapore Deputy Executive Creative Director And Head Of Art And Design
Joji Jacob Ddb Group Singapore Group Executive Creative Director
Neil Johnson Ddb Group Singapore Chief Creative Officer

Results and Effectiveness

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.

Creative Execution

People are fascinated by road accidents. And nothing draws curious on-lookers than the sight of a bizarre car accident. We created 3 installations and placed them in Singapore’s exposition halls’ carparks – timed together with large events targeting families. With gigantic QR codes placed around the installation site, we were confident that these first of its kind installations, will intrigue and prompt drivers to scan the code to watch the videos. Without any media spend, we were certain that the viral videos would catch fire online and be shared amongst the various social media platforms.

Insights, Strategy and the Idea

After a campaign in 2011 that doubled sales, DriveShield targeted 15% growth in sales and site visits for 2012. DriveShield also needed to be top of mind with drivers. When it comes to insurance, drivers were either looked for lowest price, or through inertia stuck with their existing insurer. 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. 78% of claims were disputed due to lack of evidence. A video record would make all the difference – however bizarre or unbelievable the circumstances might be. We decided to give away an in-car camera, and dramatise how it could prove the facts behind virtually any accident. And ultimately reduce the pain after an accident.