Car Curling RA Voskhod для Smartpolis Insurance

Car Curling

Добавить в коллекцию
Добавить заметку
Отрасль Страхование
Медиа Эмбиент, Диджитал, Кейсы
Рынок Россия
Агенство RA Voskhod
Executive Creative Director Andrey Gubaydullin
Creative Director Andrey Gubaydullin
Art Director Vladislav Derevyannikh
Copywriter Anton Mamykin, Alexander Sinyuk
Producer Elizaveta Larionova
Выпущено марта 2017

Награды

Cannes Lions 2017
Promo And Activation Use of Promo: Experience: Guerrilla Marketing & Stunts Bronze Lion

Кредитсы и описание

Smartpolis Insurance has created the first-ever Car Curling Tournament to encourage Russians to get car insurance! Agency: Voskhod, Yekaterinburg.
Media: Ambient/ Experiential
Category: Finance
Client: Smartpolis Insurance
Agency: RA Voskhod
Geo: Russia
Advertising Agency: Voskhod, Yekaterinburg, Russia
Executive Creative Director: Andrey Gubaydullin (Voskhod)
Creative Director: Andrey Gubaydullin
Art Director: Vladislav Derevyannikh
Copywriter: Anton Mamykin, Alexander Sinyuk
Project Manager: Dmitry Donik
Producer: Elizaveta Larionova
Published: March 2017
Campaign Description:
TA: active young people, 20-45.Big insurance companies are terrible to deal with. Their contracts are incredibly complicated, and in case of an accident they do everything to accuse you and not to pay.That's why Russians don’t like buying insurance. But they like fun games.
Synopsis:
Smartpolis is a small local insurance agency. It loses to the big brands in awareness level, but provides a much better service. So we had to introduce the brand to a wider audience.
Outcome:
A huge buzz all over the world!In 2 days we got:More than 10 000 mass media publications, news coverage, blog articles and social media posts with a total reach of 1 billion people. With 0 media spend Smartpolis earned media reached $5 000 000 (and still rising!).The website traffic increased by 700%.Smartpolis gained new partners and the founder of the agency became a local celebrity. The average new client check raised by 23%.
Strategy:
TA: active young people, 20-45.Big insurance companies are terrible to deal with. Their contracts are incredibly complicated, and in case of an accident they do everything to accuse you and not to pay.That's why Russians don’t like buying insurance. But they like fun games.
Execution:
A target, 6 cars, 4 teams: it’s like curling but cars instead of rocks.The one who puts the car closer to the center wins.We invited:Smartpolis clientsJournalistsFamous businessmenProfessional curling players
Relevancy:
It was a promotional event.