| Title | PERISCOPE BURGLAR |
| Brand | NATIONALE - NEDERLANDEN |
| Product/Service | HOUSEHOLD INSURANCES |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
GREY AMSTERDAM Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
GREY AMSTERDAM 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 |
The Brief
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 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.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
- The €40,000 campaign generated €275,000 in free media exposure
- Over 1,000,000 people were sent to the campaign website
- 1300% more conversations on Nationale-Nederlanden’s Facebook page
- Brandtracker shows an increase in brand image of 5% in 'sympathy' and an increase of 9% in 'empathy'
- 2,000+ comments on social media
- an increase of 600% of traffic to the NN website
Explain why the method of promotion was most relevant to the product or service
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 ingredients for an online discussion about protecting your home against burglary.
Over 1 million people were driven to the campaign website, where they could find out how well their home is 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. Most importantly, the campaign started an online conversation between homeowners and Nationale-Nederlanden.