| Title | PERISCOPE BURGLAR |
| Brand | NATIONALE - NEDERLANDEN |
| Product/Service | HOUSEHOLD INSURANCES |
| Category |
C01. Use of Digital in a PR campaign |
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Entrant Company
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GREY AMSTERDAM Amsterdam, THE NETHERLANDS
|
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Advertising Agency
|
GREY AMSTERDAM Amsterdam, THE NETHERLANDS
|
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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 |
The Campaign
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. It’s this psychological trauma that haunts victims for years to come.
To address this alarming problem, the strategy was to create a disruptive PR-stunt that would warn the Dutch public by taking an issue that was off the radar and make it national news again. To achieve this, Dutch insurance company Nationale-Nederlanden staged the World’s First live-streamed burglary on Periscope in collaboration with ex-burglar Evert Jansen.
The combination of using the hype around the newly launched Periscope app and something that had never been live-broadcasted before: a burglary, proved to be the perfect PR-element to trigger an online discussion.
Over 1 million people were driven to the campaign website, where they could find out how well their home is protected against burglary, get tips & tricks from the burglar as well as win the actual burglar from the Periscope video to come and inspect their own home, creating extra PR-buzz.
Next to the above mentioned, the low-budget PR-campaign started conversations between homeowners and Nationale-Nederlanden on how to best protect your home against a burglary.
The Brief
The objective was to create awareness of the ease of burglary and start an online discussion to help better protect homes.
Through a pr-stunt, we aimed to generate €100,000 of free media exposure and drive 50,000 people to the campaign site to partake in an online test where they could find out how well their home is protected.
Research showed that the new Periscope app was gaining rapid popularity in the Netherlands and therefore we decided to use focus our PR-stunt around the app. Periscope allowed us to, for the first time, to view live burglary footage as it happend.
Execution
On July 29th, a live burglary in a real house in Amsterdam, The Netherlands, was broadcasted live via the Periscope app.
A one-minute cut down video was seeded via two popular Dutch blogs. The video went viral and could be found on hundreds of national and international online news sites, blogs, Facebook groups and other social media platforms.
After 4 days, when the online discussion reached its peak, the staged burglary was claimed with a video by Nationale-Nederlanden. The video explained the reason why the burglary was staged and also contained a link to the campaign website (that was up for three months).
On the campaign site people could find out how well their home was protected against burglary, find tips & tricks from the burglar as well as win the actual burglar from the Periscope video to come and inspect their own home.
The campaign ran for 3 months.
AIM:
We aimed to generate €100,000 of free media exposure and drive 50,000 people to the campaign site to partake in an online test where they could find out how well their home is protected. And wanted to increase the household insurance sales by 100 per month during the campaign period.
OUTCOME:
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
The Strategy
The strategy was to create a disruptive PR-stunt that would warn Dutch homeowners by taking an issue that was off the radar and make it national news again. This target audience generally thinks that a burglary won't happen to them and therefore they don't see the necessity to purchase a household insurance product.