| Title | "MYSTERY CAR" |
| Brand | IF INSURANCE |
| Product/Service | CAR INSURANCE |
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Entrant
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ROCKY ADVERTISING Helsinki, FINLAND
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Idea Creation
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ROCKY ADVERTISING Helsinki, FINLAND
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Credits
| Jarkko Toijonen |
Rocky Advertising |
Art Director |
| Teijo Hintikka |
Rocky Advertising |
Copywriter |
The Campaign
If Insurance rewards the most careful drivers with a special benefit on their car insurance. You can get 75 % discount on insurance fee, and you don't lose the benefit if you crash once. If Insurance wanted to remind car owners about this.
Campaign started with a PR-stunt, as we parked a car – upside down – in Helsinki city center. Stunt opened up the theme "The roof went down but the benefit did not." Material from the stunt was widely used through the whole campaign.
Creative Execution
The operation started with two day car stunt in Helsinki city center.
The stunt was filmed and photographed and that material was used in all material right after the stunt: webtv, some, banner, print, radio co-operation and POS (If Insurance stores). On top of that the campaign included radio channel co-operation, where listeners could share their own crash stories.
Car stunt 26.-28.2.2016
Media campaign 7.3.-27.3.2016
Campaign reached 3,6 million unique browsers.
46 700 visitors to landing page (increase of 1.300 %)
Time spent with the content 2:17 min* (target 2 minutes)
Even if sales generation was not a KPI in the activity, the campaign performed well and generated 827 leads.
The “PR trick” brought us media coverage, which would have been very hard to achieve without it.
Distinguishable and fresh coverage in the national media (Helsingin Sanomat, MTV3, IS) – both online and print.
The most read article at hs.fi and iltasanomat.fi/cars (Feb 26th).
Campaign started with a PR-stunt, and material from it was widely used through the whole campaign in print, online and social media. A making-of-film was also produced.
Target audience was car owners, primarily experienced ones, who have not crashed for several years
First, to get attention, we needed something big enough, that would become a talk of the town. That was the PR-stunt. Next steps were planned on the base of stunt and material from it, especially the impressive picture of the mystery car. People recognized the car and wanted to know what was the idea of it. The story behind the car was told in all media right away, when the issue was hot.