Title	WATCH YOUR BACK
Brand	IF INSURANCE
Product/Service	INSURANCE
Category	A09. Sponsorship or Partnership Campaigns
Entrant Company	FORSMAN & BODENFORS Gothenburg, SWEDEN
Advertising Agency	FORSMAN & BODENFORS Gothenburg, SWEDEN
Production Company	FOLKE FILM Stockholm, SWEDEN

Name	Company	Position
Silla Levin/Agnes Stenberg-schentz	Forsman/Bodenfors	Art Director
Joakim Labraaten	Forsman/Bodenfors	Copywriter
Nina Andersson/Viktor Brittsjö	Forsman/Bodenfors	Designer
Maria Bergkvist	Forsman/Bodenfors	Account Supervisor
Kristina Wilmar	Forsman/Bodenfors	Account Executive
Lars Friberg	Forsman/Bodenfors	Planner
Magnus Kennhed	Forsman/Bodenfors	Agency Producer
Jenny Ring	Forsman/Bodenfors	Music Supervisor
Laerke Herthoni	Folke Film	Director
Maja Lobas	Folke Film	Producer
Tomas Barfod	-	Music
Niklas Johansson	New Land	Director Of Photography
Nils Ossian Andersson	Chimney Pot	Editor
Chimney Pot	-	Post Production
F/B Factory/If Inhouse	Original	Original

The Brief

The objective was to create brand love and make new customers directly and future customers indirectly. The main challenge was that people don't like to think or talk about insurances. Thus, we needed to find another subject that was relevant to If and potential customers and that had a sense of urgency ('I need to check this out now'). Insurances in itself could not be that subject. The strategy in short: make people challenge their perception of reflectors by creating something desirable that can be obtained instantly.

Campaign Success

To reach the target audience, we teamed up with renowned Swedish fashion designer BACK and launched a clothing line of outerwear and accessories that function as reflectors in the dark. The line 'Watch Your Back' was distributed and sold in fashion stores across the country as well as online. To get the message out we started by approaching current key ambassadors for BACK (celebrities and strong influencers) with reflective garments, which made them help us promote the main message about staying visible in the dark in own channels. Around the same time we let fashion journalists in on the story, which lead to massive coverage. The following week the clothing line was released in fashion stores across the country, supported by bought media (outdoor, press, TV, online). The campaign ran according to plan, except that some of the garments sold out too quickly and people were put on waiting lists.

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

– The garments sold out and had to be reissued after only a couple of days. – Generated € 268,105 in estimated PR value in Sweden. – Peoples' lives became vastly safer. – Praised by Sweden's most influential fashion magazines (Elle, Damernas Värld, StyleBy). Looking at the brand tracking, three of the most important drivers for considering and buying insurance were very positively affected: – 'A company I like' +46% – 'Creates calm for their customers' +54% – 'A modern and innovative company' +41%

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

People buy insurances only once every seventh year. And people are extremely indifferent to insurances, especially young adults. Therefore, we created a campaign that would have the ability to directly affect attitudes and behaviour and make young adults form a relationship and becoming (or at least considering becoming) customers to If NOW (not in seven or so years). This through incorporating a promotional element rarely seen in the insurance category. Premise: During the dark months in Sweden, many pedestrians get hit by cars. The risk of being hit is reduced by 50% by wearing reflectors. Many young adults, however, won't wear them for one simple reason – vanity. Insight: If we create a desirable solution, we will be able to communicate on more relevant terms and at the same time meet and make new customers in new places. Solution: a reflective fashion clothing line, sold in selected stores and online.