| Title | PERISCOPE BURGLAR |
| Brand | NATIONALE - NEDERLANDEN |
| Product/Service | HOUSEHOLD INSURANCES |
| Category |
B01. Use of Social Platforms |
|
Entrant Company
|
GREY AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
GREY AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
WE ARE FIRST Amsterdam, THE NETHERLANDS
|
|
Production Company
|
FILMGASTEN Amsterdam, THE NETHERLANDS
|
Credits
| Frank van Rooijen |
Grey Benelux |
Creative Director |
| Fabian Sapthu |
Grey Benelux |
Art Director |
| Frank van Rooijen |
Grey Benelux |
Art Director |
| Paul van Uden |
Grey Benelux |
Art Director |
| Chris Krabbendam |
Grey Benelux |
Copywriter |
| Anne-Maro Huberts |
Grey Benelux |
Copywriter |
| Lionell Schuring |
Grey Benelux |
Creative Director |
| Linda van Keulen |
Grey Benelux |
Designer |
| Miriam Sijmonsbergen |
Grey Benelux |
Planning Director |
| Eveline Herklots |
Grey Benelux |
Account Director |
| Oscar Winkelaar |
Grey Benelux |
Programmer |
| Carlo Pols |
Grey Benelux |
Programmer |
| Kevin Kimman |
Filmgasten |
Director |
| Reinjan Prakke |
Filmgasten |
Producer |
Brief Explanation
OBJECTIVES
To create awareness of the ease of burglary and start an online discussion to help better protect homes.
And sell more household insurances.
UNIQUE INSIGHT
Every year over 100.000 burglaries take place in the Netherlands. Research has proven that after a burglary 70% percent of the people don’t feel safe anymore in their own home.
The new Periscope app was gaining popularity in the Netherlands, allowing us to, for the first time, view a live burglary as it happened.
RELEVANCY
The idea showed how easy it was to break into someone's house, demonstrating it could happen to anyone.
Results and Effectiveness
With a small budget we had to be smart, combining the hype around the newly launched Periscope app and something that has never been live broadcasted before: a burglary, proved to be the perfect ingredients for huge online buzz.
RESULTS:
Output/Awareness: Brandtracker shows an increase in brand image of 5% in 'sympathy' and an increase of 9% in 'empathy' - over 1,000,000 content views - 35 hosts & 120 referrers - 2,000+ comments on social media - €275,000 of free media exposure generated
Action/Business Impact: an increase of 600% of traffic to the NN website
Creative Execution
To ensure the live-footage of the burglary got noticed, the burglar tagged two popular dutch blogs in his tweet. One blog placed a one-minute cut down, which created a natural seeding-effect.
When the online discussion reached its peak, the burglary was claimed via a video explaining why Nationale-Nederlanden had staged the burglary, which was placed on their YouTube channel and Facebook page with a link to the campaign site.
Insights, Strategy and the Idea
TARGET AUDIENCE
Dutch home owners
RELATIONSHIP
The target audience generally thinks that a burglary won't happen to them and therefore don't see the necessity to purchase a household insurance product.
PLANNING
To ensure the live-footage of the burglary got noticed, the burglar tagged two popular dutch blogs in his tweet. One blog placed a one-minute cut down, which created a natural seeding-effect.
When the online discussion reached its peak, the burglary was claimed via a video explaining why Nationale-Nederlanden had staged the burglary, which was placed on their YouTube channel and Facebook page with a link to the campaign site.