Anadolu Sigorta Promo, Case study NEVER LOSE by TBWA\ Istanbul

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Industry Insurance
Media Promo & PR, Case study
Market Turkey
Agency TBWA\ Istanbul
Executive Creative Director Ilkay Gurpinar
Creative Director Volkan Karakasoglu
Art Director Guney Soykan
Copywriter Gul Kanik
Account Supervisor Ekin Kutevu
Released April 2011

Credits & Description

Category: Best Use of Outdoor
Date of First Appearance: Apr 15 2011
Executive Creative Director: Ilkay Gurpinar (TBWA\ISTANBUL)
Creative Director: Volkan Karakasoglu (TBWA\ISTANBUL)
Art Director: Guney Soykan (TBWA\ISTANBUL)
Copywriter: Gul Kanik (TBWA\ISTANBUL)
Account Director: Dilek Ucarli (TBWA\ISTANBUL)
Account Supervisor: Ekin Kutevu (TBWA\ISTANBUL)
Print buyer: Hakan Gulsoy (TBWA\ISTANBUL)
Media placement: Outdoor - Billboard - 15 April 2011

Insights, Strategy & the Idea
Anadolu Sigorta is one of the biggest and oldest insurance companies in Turkey. It is perceived as well-established and trustworthy. All its communication messages are focused on the ‘trust’ that the brand offers, with the core message being ‘you would never lose with Anadolu Sigorta’. Anadolu Sigorta’s target audience is people who own at least one of these; an automobile, a house or a business. Our idea, as always, was to show them that they would never lose the things that they worked hard to own with Anadolu Sigorta.

Creative Execution
We created a billboard campaign for Anadolu Sigorta’s residental, automobile and office insurance products. For this execution, we have combined the vandalism aspect that the billboards are always subject to. Passersby tend to rip billboards, usually revealing bits of the older billboard ad underneath, leaving the visuals undesirably damaged. But this time, we used vandalism to our advantage. We placed several copies of the same visual on top of each other. And we have torn certain areas of the billboard, revealing yet again the same visual that is underneath. This simple idea let us convey Anadolu Sigorta’s message that their belongings would be replaced regardless of the bad things that could happen, and that ‘they would never lose with Anadolu Sigorta’.

Results and Effectiveness
The billboards were yet another example of Anadolu Sigorta’s long-running and successful advertising approach. Spectators of the billboard attested that they were convinced about Anadolu Sigorta’s trustworthiness and that their belongings are safe with Anadolu Sigorta.