Aviva Promo, Case study POLICE FOR HIRE by Eei Global

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POLICE FOR HIRE

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Industry Insurance
Media Promo & PR, Case study
Market United States
Agency Eei Global
Released April 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: AVIVA
Product/Service: CAR INSURANCE
Agency: EEI GLOBAL
Date of First Appearance: Apr 1 2010
Entrant Company: UM, New York, USA
Media & Communications Manager: Agnieszka Malkowska (AVIVA)
Marketing: Maria Grzywaczewska (AVIVA)
Head of UM Entertainment: Monika Wojcicka
Senior Media Planner/Buyer: Anna Bieniecka (Kupczyk)
Marketing & Group Account Director: Karolina Legula Leszczynska
Media placement: CSR - Outdoor - April 1, 2010

Insights, Strategy & the Idea
Commercial Union had re-launched their company as Aviva Car Insurance. Our challenge was to reach Aviva’s potential clients and help them (1) realize the effects of reckless driving and (2) think of Aviva as a reliable partner. Aviva’s limited budget meant that a large TV campaign would be impossible. Instead of a limited TV campaign, we decided to create an event that would bring the harsh realities of reckless driving to our potential customers in a very real way, while showing them that Aviva is there for them in these, and many other, difficult situations. Our research showed us that even though drivers knew about safe behavior, they tended to drive more recklessly when they were in a rush. So we hosted our event in Warsaw, where people are in a hurry all the time, making them more susceptible to get distracted and drive less safely.

Creative Execution
In an unprecedented move, we convinced the Polish Police force to agree to partner with us for this event – a first! We worked together to create an opportunity for the drivers to experience the circumstances of a real car accident in specially prepared simulators. The police stopped the drivers who broke traffic regulations. Those drivers were given a choice – they could either accept the ticket or enter a crash test in two of the special car crash simulators and experience the consequences of a crash. The event was branded with Aviva, and the drivers received information on Aviva’s services and how Aviva would support them through this process.

Results and Effectiveness
We used the experience of extreme emotions to make the drivers aware of how dangerous reckless driving could be, and we achieved amazing results! 500 drivers participated in the event. Also, the car crash simulators became a big attraction for drivers and the media alike. The event garnered coverage from local radio, TV and newspapers. This additional coverage and buzz expanded Aviva’s message well beyond the 500 drivers that participated in the simulator that day.