UNIQA launched a promotional Home Property Insurance campaign. We had to deliver the message about the benefits of the new insurance product. And we had to do it in a way that makes people notice our offer and remember it.
Home insurance is best described by those who have it. How do people, who have insured their homes feel? Well, they feel enough at ease and protected as to put a blind on their balconies stating: We are going on a holiday and the key is under the doormat.
Strategy / execution:
We asked a direct and provocative approach. We wrote about the benefits of the product literally upon people's homes! We had changed the urban environment and converted buildings and people living in into media. We made the city talk.