Title | THE EVIL SHOPPING CARTS |
Brand | DNB |
Product/Service | CAR 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
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%.