Centraal Beheer Promo, Case study AUDIO TOUR by Tribal Amsterdam

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Industry Insurance
Media Promo & PR, Case study
Market Netherlands
Agency Tribal Amsterdam
Art Director Daniel Snelders
Copywriter Ruben Sonneveld
Released December 2010

Credits & Description

Category: Best Use of Audio
Product/Service: INSURANCE
Date of First Appearance: Dec 18 2010
Copywriter: Ruben Sonneveld (DDB° Amsterdam)
Art Director: Daniël Snelders (DDB° Amsterdam)
Account Manager: Sylvia Lenberger (DDB° Amsterdam)
Client Services Director: Milo van der Meij (DDB° Amsterdam)
Client Supervisor: Matthijs Algra (Centraal Beheer Achmea)
Sound Engineer: Juriaan Balhuizen (Goodsounds)
Media placement: Audio - MP3 Player - Amsterdam - 18-12-2010

Insights, Strategy & the Idea
The ‘Just call us’ campaign for Centraal Beheer Achmea insurance is an advertising classic for all Dutch people and has been running for over 20 years. So if there is an exhibition of 100 years of advertising in the Netherlands, we need to be there. But we didn’t only want to show some of our classic commercials (where things go terribly wrong in a funny way), but also create a new typical ‘Just call us’ experience for all the visitors. That way we would make sure that people remembered our campaign the most from all of the work that was shown. For that purpose, we used the guided audio tour that visitors listened to. Obviously the tour goes wrong after a couple of minutes, but the listeners only will find out that this was a set-up at the end, as is always the case with ‘Just call us’.

Creative Execution
By making the regular audio tour a specialised version, all visitors of the event could experience a typical ‘Just call us’ moment themselves. Something for the visitors that would stick in their minds, but also something that created talkability.

Results and Effectiveness
The exhibition was a success with over 70,000 visitors. The purpose was to raise attention and strengthen the position of Centraal Beheer Achmea as a classic in Dutch advertising. In all of the free publicity, Centraal Beheer was given as an example for the exhibition. During the event it was possible to vote on the ‘Classic Campaign of the Century’. In the end Centraal Beheer Achmea won this contest with a majority of 30%.