NEIGHBOURS by Mark BBDO Prague for Direct Insurance

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NEIGHBOURS

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Industry Insurance
Media Promo & PR
Market Czech Republic
Agency Mark BBDO Prague
Creative Director Leon Sverdlin, Andrej Stuk
Art Director Roman Hynek
Copywriter Dragan Pasovský
Released March 2009

Credits & Description

Category: Financial Products & Services
Advertiser: DIRECT INSURANCE
Product/Service: HOME INSURANCE
Agency: MARK BBDO
Date of First Appearance: Mar 4 2009 12:00AM
Entrant Company: MARK BBDO, Prague, CZECH REPUBLIC
Entry URL: http://www.yourneighbours.cz
Creative Director: Andrej Stuk (Mark BBDO)
Creative Director: Leon Sverdlin (Mark BBDO)
Art Director: Roman Hynek (Mark BBDO)
Copywriter: Dragan Pasovsky (Mark BBDO)
Production Company: (BistroFilms)
Director: (MODS)
Account Manager: Filip Matejka (Mark BBDO)
Acoount Manager: Klara Buriankova (Mark BBDO)
Agency Producer: Tereza Polachova (Mimofilm)
Media placement: Print - Daily Newspapers /MF Dnes, Pravo, Lidové Noviny, Hospodarské Noviny, Blesk - 04.03.2009
Media placement: Print - Magazines /Reflex/ - 04.03.2009
Media placement: Virals / 5 - Www.youtube.com - 04.03.2009
Media placement: Direct Mail - Postbox In Houses In CR - 04.03.2009
Media placement: E-Banners - Seznam.cz, Centrum.cz, Idnes.cz, Sip.denik.cz - 04.03.2009
Media placement: Website - Www.tvujsoused.cz - 04.03.2009

Describe the objective of the promotion.
To launch our new product – home insurance. To raise awareness of Direct Insurance as the most flexible on-line insurance company on the czech market.

Describe how the promotion developed from concept to implementation
When selling home insurance, insurance companies try to scare us with natural disasters. We decided to take a totally different approach: Our neighbours. Every now and then, we all wonder: What are our neighbours really like? What do they do at home? These questions arise especially when we notice something unusual in their behaviour. And that can be a problem! So, do you know who your neighbours are? Better get home insurance!

Describe the success of the promotion with both client and consumer including some quantifiable results
1 137 916 unique visitors within 1 month spending more then 6 minutes on our website.

Explain why the method of promotion was most relevant to the product or service
The key was natural human curiosity about our neighbours. This curiosity, so typical for Czechs, leaded us to a simple announcement: Your neighbour is on the web, watch him on www.yourneighbour.cz. / www.tvujsoused.cz