a little accident
Issue 20 | September 2011
Agency
Ogilvy Amsterdam
Creative Team
Executive Creative Director: Darre van Dijk; Creative Director-Copy: Piebe Piebanga
Production Team
Art Buying: Frans Smit; Production: Plaatreclame & Aluminium Centrum Amsterdam
Other Credits
Client: Ron Adams, Johan van den Neste
Date
April-December 2011
Background
Allsecur is in the unique position of being the only Dutch car insurer to offer no insurance excess in case of an accident.
Most insurance advertising is boring and most of it deals with what happens when the damage has been done.
The task was to come up with something interesting as well as dramatising Allsecur’s proposition.
Idea
An old Volvo was taken apart and put back together again upside down on the chassis of a forklift truck.
So it looked like a normal car driving along the wrong way up. It towed a trailer proclaiming: A little accident? You don’t pay a penny with Allsecur car insurance.
As well as motoring around major Dutch cities, the moving billboard is also used at motorshows, fairs and events.
Results
The generated WOM and free publicity have been overwhelming, creating a high return on a small investment.
Our Thoughts
Like any other wonderful idea of this sort, there would have been more reasons for NOT doing this than for soing it.
But, fortunately, there was a client with an open mind at the first presentation.