TOLLGATE by Prolam Y&R Santiago for Royal & Sun Alliance (RSA)

TOLLGATE

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Industry Insurance
Media Promo & PR
Market Chile
Agency Prolam Y&R Santiago
Executive Creative Director Cesar Ojeda, Tony Sarroca
Creative Director Claudio Wilton
Art Director Juan Diego Santa Cruz
Copywriter Luis Gabriel Ramírez Andrés Mauricio Moreno
Released September 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: RSA
Product/Service: INSURANCE COMPANY
Agency: PROLAM Y&R
Date of First Appearance: Sep 17 2009 12:00AM
Entrant Company: PROLAM Y&R, Santiago, CHILE
Executive Creative Director: Tony Sarroca (Prolam Y&R)
Creative Director: Claudio Wilton (Prolam Y&R)
Copywriter: Andrés Ramirez (Prolam Y&R)
Art Director: Diego Cruz (Prolam Y&R)
Advertiser's Supervisor: Bernardita Díaz (Prolam Y&R)
Account Manager: Carlos Baracco (Prolam Y&R)
Planner: Carmen Montes (Prolam Y&R)
Editing: Patricio Díaz (Prolam Y&R)
Media placement: Alternative Outdoor - Highway Tollgate - 17 Sept 2009

Describe the objective of the promotion.
Royal & SunAlliance Home Insurance wanted to convey to potential clients, the need to have their homes insured against theft when away during long weekends, vacations and holidays.

Describe how the promotion developed from concept to implementation
Traveling to the beach is nice. Having to leave your home alone and unprotected, is not. Aware of this business opportunity, RSA launched an idea, aimed at potential clients who traveled to the beach, to celebrate an Independence Day weekend. The first question was: where to reach them? The fact is, more than 90% of travelers leave the city by car. Therefore we connected with homeowners on their way to the beach, at highway tollgates. The second question was: how to reach them? The idea was to have someone they would never want to run into, greet them at the tollgate: a burglar. At the tollgate entrance, burglars dressed with ladies panty hose over their heads, displayed signs with ironic messages: “We’ll take care of your house”, and “Don’t worry! Your house is in good hands. Don’t come back soon”. As the cars exited, an RSA representative revealed another message: “Have a nice trip. If you have Royal Insurance, you have nothing to worry about.” But that was not all. Once the potential clients arrived at the beach, RSA handed out newspapers with fake covers and a picture of a burglar showing a sign: “Enjoy your Holidays. I’ll take care of your home”. Inside, an RSA print ad provided a Call number, and headline “Don’t worry. At Royal we insure your home as if it were ours”. These three activities completed the implementation.

Describe the success of the promotion with both client and consumer including some quantifiable results
The success of the activation was measured by the call number provided in the newspaper ad handed out to consumers. The RSA costumer call center experienced a 37% increase the first Monday, after the Independence Day holiday weekend. The total increase for the first week averaged 28%, exceeding expectations. Due to these results, the tollgate idea was launched again during the summer Vacation season, also achieving convenient results.

Explain why the method of promotion was most relevant to the product or service
The utilization of a Burglar, which at first caused surprise and amusement, afterwards caused people to realize their homes were actually exposed and so was their peacefulness. Finding themselves away from home in that undesirable situation, made the home insurance product highly relevant and appealing.