THE REAR VIEW AD

TitleTHE REAR VIEW AD
BrandDNB
Product/ServiceCAR INSURANCE
Category A05. Consumer Services / Business to Business
Entrant TRY REKLAME Oslo, NORWAY
Idea Creation TRY REKLAME Oslo, NORWAY
Media Placement TRY OPT Oslo, NORWAY
Production TRY OPT Oslo, NORWAY
Credits
Name Company Position
Caroline Riis TRY Creative
Eirik Sørensen TRY Creative
Kristina Skogen TRY account Director
Jeppe Gjesti TRY Designer
Aina Lemoen Lunde DNB Executive Vice President Marketing and Digital Sales
Mette Olsen DNB Client Creative Lead
Eirik Skarstein TRY Director
Tommy Lybekk TRY Editor

Why is this work relevant for Direct?

We made the Read View Ad to make sure our message got across right at the moment we would be most relevant. The miniature billboard spoke directly to drivers inside their own cars, making car insurance from DNB top of mind just when they might need it the most.

Background

1 out of 3 dents are parking related. Luckily, DNB covers damages to parked cars without affecting the no-claim bonus. Our job was to tell car-owners about this great new offer.

Describe the creative idea (30% of vote)

To get the attention of car-owners, we played on a phenomenon most of them can relate to: that things can sneak up behind your car when you least expect it.

Describe the strategy (20% of vote)

Data and insight told us that 1 out of 3 car insurance claims are parking related, with tight parking garages as the main enemy. The target audience was therefore defined as drivers who lives in the cities and who often park in busy parking garages.

Describe the execution (20% of vote)

We made a miniature outdoor billboard, using the cars’ rear view camera as a whole new media channel. By attaching our message mirrored in front of the camera, we got DNBs offer to appear inside the car, just as the drivers are about to pull out of their parking spots.

List the results (30% of vote)

By creating our own media channel inside their cars, we engaged drivers with a relevant message in a highly relevant space. As a result, 38,000 visited the insurance site and the visitors had a bounce rate of just 30%.