Insurance products form a low-interest category for young adults. They underestimate the importance of household insurance and are more likely to take risks. How do you gain market share amongst this notoriously difficult to reach target audience? To get the attention of this digital savvy audience, we used the hype around the newly launched Periscope app and staged the World’s First Live-streamed Burglary on Periscope.
Strategy, Creative Direction, Design, Content
We staged a live burglary and broadcasted it live through Periscope, the Twitter-owned live-streaming video app. The burglar broke into the home, showed the public through Periscope how easy it is to do so and that burglars don’t skip items with emotional value such as piggybanks and old silver jewellery with hardly any value.
With a small budget of 40.000 euro the campaign generated over 275.000 Euro in free media exposure.
More than 1 million people were driven to the campaign website, where they could win the burglar from the Periscope video to come and inspect their own home, as well as find out how well their home is protected against burglary.