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DBS DriveShield Guerrilla Marketing

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  • DBS DriveShield Guerrilla Marketing
    Expect The Unexpected.
  • DriveShield by DBS launched its awareness campaign by taking to the road, literally, in the form of live skit performed at traffic junctions in Singapore, to better prepare drivers for unexpected vehicular situations. The short performances, showcased before curious passers-by, took place at pedestrian crossings, much to the amusement of unsuspecting drivers.

    The skits were filmed and uploaded on YouTube for public viewing and sharing. The skits cover 4 key scenarios – floods, collisions, road rage and car theft; highlighting the importance of DriveShield should these unexpected events occur. The four videos are released separately over a period of a month.

    A motor insurance underwritten by MSIG Insurance (Singapore) Pte. Ltd. (“MSIG”), DriveShield has always faced a challenge to maintain top-of-mind awareness in a “me too” market dominated by the big boys. In order to reach out to drivers more effectively, the campaign combined on-the-road communications with online materials.

    Awards
    Singapore Creative Circle Awards 2012: Bronze-Outdoor
    Effie 2012: Gold
    APPIES 2012: Finalist