OUTDOOR ADVERTISING YOU DIDN'T ASK FOR by N=5 for Das

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OUTDOOR ADVERTISING YOU DIDN'T ASK FOR

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Industry Insurance
Media Promo & PR, Case study
Market Netherlands
Agency N=5
Art Director Marco De Jong
Copywriter Thijs Bontje, Jochem Visjager
Released December 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: DAS
Product/Service: LEGAL AID INSURANCE
Agency: N=5
Date of First Appearance: Dec 22 2010
Entrant Company: N=5, Amsterdam, THE NETHERLANDS
Art Director: Marco de Jong (N=5)
Copywriter: Thijs Bontje (N=5)
Copywriter: Jochem Visjager (N=5)
Account Director: Brigitte Kuijpers (N=5)
Account Manager: Nicole Florencio (N=5)
Manager Corporate Communications: Marianne den Boef (DAS)
Media placement: MUPI - Outdoor - december 22nd 2010

Insights, Strategy & the Idea
Positioning DAS as the company that has the answers to all the things you didn't ask for.
DAS offers legal aid insurance and legal advice. The main thought in the campaign is that 'DAS has the answer to all the things you didn't ask for'. In the campaign we see people in situations they didn't ask for, situations with a legal conflict.
DAS' target audience is actually everyone in The Netherlands, because everyone can wind up in a situation they didn't ask for. In conflict situations, people are looking more and more for a juridical solution. DAS, as a legal expert, has the answer to all these situations.
DAS communicates their message in a notable and fun way. The client is made aware in a fun way there is a place they can go to for legal aid.

Creative Execution
As an integrated part of a big campaign (TV and radio commercials), with the placement of this MUPI we demonstrated the brand and the theme in a striking and relevant way. The medium itself was used to demonstrate a problem DAS is able to solve.

Results and Effectiveness
Beside the admiration of passers-by, the pictures of this placement in the online and viral channels in the Netherlands did their job: making the brand and the theme stand out.