THE EVIL SHOPPING CARTS

TitleTHE EVIL SHOPPING CARTS
BrandDNB
Product/ServiceCAR INSURANCE
Category B05. Use of Ambient Media: Large Scale
Entrant TRY REKLAME Oslo, NORWAY
Idea Creation TRY REKLAME Oslo, NORWAY
Production BACON OSLO Oslo, NORWAY
Credits
Name Company Position
Caroline Riis TRY Creative
Eirik Sørensen TRY Creative
Kristina Skogen TRY account Director
Jeppe Gjesti TRY Designer
Andreas Riiser Bacon Director
Ola Narum Berg Bacon Producer
Magne Lynger Bacon Executive Producer
Vittoria Røkke Passalacqua Bacon Production Leader
Eli Mari Sandal Bacon Post Production Producer
Aina Lemoen Lunde DNB Executive Vice President Marketing and Digital Sales
Mette Olsen DNB Client Creative Lead
Tommy Lybekk TRY Editor

Why is this work relevant for Media?

Instead of using traditional media channels, we created our own hellish shopping carts and stunt car to delver our message directly. This way we could interact with our target audience in a fun and engaging way, at the most relevant place.

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 / insights (30% of vote)

To get the attention of car-owners, we played on a phenomenon most of them can relate to: Those evil shopping carts sneaking 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 constructed a hellish fleet of remote-controlled shopping carts and ambushed unsuspecting drivers in the busiest parking garages in Oslo - making our message as memorable and relevant as possible. The stunt was captured with hidden cameras and then published as an online film - targeted towards the same target group - but to a much bigger audience.

List the results (30% of vote)

The shopping carts engaged both drivers on site, as well as online. By building a posse of evil shopping carts, we managed to turn an advert for car insurance into an documented engaging stunt. As a result, 38,000 visited the insurance site and the visitors had a bounce rate of just 30%.