Write a short summary of what happens in the ambient or digital execution or campaign.

The final scene of our digital video ad, shows our hero Chris attempting a desperate escape in his car, as insurance agents mob him to “Sign here!” and auto-renew his policy. We took to the streets for Part 2 of Chris’s plight, leveraging large format ambient with compelling creatives. The narrative continues with out-of-home media buys targeting the car owners on the roads of Singapore. Bus, truck and taxi wraps hit the roads showing audiences the ensuing “chase scene” where agents are pursuing Chris by any means possible. A total of 44 buses, 100 taxis and 3x 24” Optimax Trucks showed Chris attempting to escape a mob of agents in an assortment of vehicles. Anything they could use to pursue Chris with their policies to make him “Sign here!” These moving billboards covered the entire country over 12 weeks, with a focus on high density traffic areas.

Cultural/Context information for the jury

Car insurance is mandatory for all drivers in Singapore to legally drive their cars on the road and these policies need to be renewed every year. Legacy behaviour in the market has always centred on the offline auto-renewal of these policies, where agents pressure you into renewing your existing policy without the benefit of comparing cheaper options that might exist. We decided to highlight this behaviour by dramatising the pressure agents put on drivers and the lengths they go to get you to blindly sign on the dotted line to renew without comparing. Most drivers don’t understand half of what the insurance jargon all means, only that they need to get it done. That’s where we come in with a digital video ad and out-of -home media buys that tell the story of Chris escaping from a mob of agents.