Union Car Insurance Promo, Case study WEEKEND WITHOUT ACCIDENTS by Wiktor Leo Burnett Bratislava

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Industry Insurance
Media Promo & PR, Case study
Market Slovakia
Agency Wiktor Leo Burnett Bratislava
Creative Director Peter Kacenka
Art Director Ivan Kasaj
Copywriter Marika Majorova
Released October 2009

Credits & Description

Category: Best Use of Newspapers
Product/Service: CAR INSURANCE
Date of First Appearance: Oct 31 2009 12:00AM
Creative Director: Peter Kacenka (Wiktor Leo Burnett)
Strategy Director: Vlado Lefik (Wiktor Leo Burnett)
Art Director: Ivan Kasaj (Wiktor Leo Burnett)
Account Manager: Katarina Adamkovicova (Wiktor Leo Burnett)
Managing Director: Peter Kontra (Wiktor Leo Burnett)
Copywriter: Marika Majorova (Wiktor Leo Burnett)
Media Planner: Hana Rakovska (Starmedia)
Marketing Director: Marian Abaffy (Union Insurance)
Media placement: Print - Novy Cas Daily - 31. 10. 2009

Results and Effectiveness
We would like to believe that the number of accidents during this weekend decreased compared to the last year, in part thanks to our initiative. Accidents on that particular holiday weekend compared to the last year decreased: traffic accidents decreased from 429 to 191 and lives lost decreased as well from 6 to 1/ Lightly injured 87-54, Seriously injured 20-5/ Note: The daily Novy Cas is read by more than 20% of population of Slovakia.

Creative Execution
To take part in the initiative was very simple. During All Saints Day holiday weekend, all what people had to do was to drive responsibly and express their support by marking their car or themselves with something pink. Like the pink page of the most read daily for instance. On a special pink page published in the most read daily in Slovakia we challenged people to take part in our initiative. To attract the most attention, we were able to use the cover page of the daily, which is not traditionally used for advertising. The initiative took part and was supported one week before this particular holiday weekend. Supported by PR in the Novy Cas daily, in TV news, with free posters on petrol stations given by outdoor company, on Facebook, news pages and dedicated traffic pages.

Insights, Strategy & the Idea

OBJECTIVE: To launch Union as the 10th car insurance company on the market of mandatory car insurance. CHALLENGE: How to engage people and drive their attention towards the brand while being in a low involvement category in which the price of the product is the main differentiator. IDEA & STRATEGY BEHIND: We created a sort of secret organisation “The Pink Squad“ that took justice on the roads into its own hands. When The Pink Squad and their actions became known nationwide, we connected them with Union and its products. The idea of The Pink Squad and fighting irresponsibility on the road got such a strong response that we decided to direct this energy into something meaningful. Thus the Weekend without accidents was born. Target audience were all drivers that were going to drive their cars during All Saints' holiday weekend when the roads are full of people travelling to cemeteries.