Centraal Beheer Achmea Insurance: "JUST CALL US - LIVE" Ambient Advert by DDB Amsterdam

Type of entry: Best Integrated Promotional Campaign
Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CENTRAAL BEHEER ACHMEA
Product/Service: INSURANCE COMPANY
Agency: DDB AMSTERDAM, THE NETHERLANDS

Concept - Copywriter: Erik Falke (DDB Amsterdam)
Concept - Copywriter: Ruben Sonneveld (DDB Amsterdam)
Concept - Art Director: Dennis Baars (DDB Amsterdam)
Concept - Art Director: Robert van de Lans (DDB Amsterdam)
Modelmaker: Jelier en Schaaf (Jelier en Schaaf)
Modelmaker: The Setcompany (The Stecompany)
Art Director: Olaf van der Geld (Tribal DDB Amsterdam)
Art Director: Geert-Jan Bijlstra (Tribal DDB Amsterdam)
Copywriter: Björn Diemer (Tribal DDB Amsterdam)
Illustrator: Joris Blomjous (DDB Amsterdam)

Describe the brief from the client:
Involve the Dutch audience in an active way with Centraal Beheer’s 100th anniversary and the 25th anniversary of our famous “Just call us” campaign.
Describe how the promotion developed from concept to implementation:
In a TVC and in print, we announced that we created spectacular 3D set-ups of typical “Just call us” accidents. We placed them in cities and anyone could participate in these accidents. That resulted in 1,000s of unique photographs, which were directly uploaded on a website. People were activated to vote for their favourites and so the Dutch audience selected 80 winning pictures which were used in a national outdoor campaign. So the Dutch audience created and selected the content for our advertising campaign.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The campaign generated lots of free publicity, the spontaneous advertising awareness doubled, more than 52,000 visitors on our website and most importantly: we activated people to be a part in our advertising campaign.
Explain why the method of promotion was most relevant to the product or service:
People don’t like to think about what can go wrong. So obviously, they are even less eager to pay for it. But that’s what we are selling... By creating live outdoor accidents we raised the awareness that accidents are always out there waiting to happen. By using humour and surprise, we even succeeded in getting people to participate in these “real” accidents! And so, be part of the most famous advertising campaign in the Netherlands.