A 'FINE' WAY TO SAVE

TitleA 'FINE' WAY TO SAVE
BrandBUDGET DIRECT INSURANCE
Product / ServiceBUDGET DIRECT CAR INSURANCE
CategoryC01. Guerrilla Marketing & Stunts
EntrantCOHORT COMMUNICATIONS Singapore, SINGAPORE
Idea Creation COHORT COMMUNICATIONS Singapore, SINGAPORE
Production BRIO1 Singapore, SINGAPORE

Credits

Name Company Position
Luke Tay Cohort Communications Creative Partner
H. P. Koh Cohort Communications E. Creative Director
Dawn Koh Cohort Communications Art Director
Fiona Choong Cohort Communications Project Manager
Tan Jun Hong Cohort Communications Copywriter

The Campaign

Singapore is known as a 'fine' city. We saw an opportunity to turn the negative aspect of receiving a parking summons into something positive. We created a special parking summons that 'fines' motorists for overpaying for their car insurance. The parking summons was designed to mimic a real parking ticket in order to attract the attention of car owners.

Creative Execution

The campaign launched with an overnight distribution across the island. Nearly half a million vehicles in over 2,000 car parks received our parking summons.

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

The results were immediate. Website visits increased by 733% Phone enquiries increased by 807% Quote requests increased by 491% Proposals issued increased by 321%

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

With the nationwide distribution of our innovative parking summons, we created an overnight sensation that generated immediate talk value on social media. Netizens shared their views on social media platforms and in the process, brought Budget Direct Insurance to the forefront of consumers’ minds.

Through our research, we found that car owners not only underestimate the importance of car insurance, but are often clueless about what their insurance entails. However, car owners do recognise a good deal when they see one. As such, in order to encourage car owners to get a quote from Budget Direct Insurance, we included a compelling offer of $100 if our quote isn't cheaper than their current insurance renewal quote, even if they don’t buy.