Outdoors campaign, Hellenic Association of Insurance Companies
Despite the economic adversities facing greek society in the past few years, home insurance and per capita insurance spending in Greece remain the lowest in the EU. Aiming to change that, the Hellenic Association of Insurance Companies needed to organize an innovative outdoors event, aiming to inform and educate passers-by about the benefits of insurance, highlighting the benefits of insurance as a way to avoid suffering the negative consequences of something unexpected.
Riffing on the idea that sometimes things happen that you do not expect, V+O Greece simulated a meteor strike in Athens’ most central plaza, Syntagma Square, on Insurance Day, November 11 2016. A truly unlikely event, like a meteor strike, symbolizes the unexpected. Only when you are prepared for almost everything else, can you successfully handle the truly unexpected.
The campaign was implemented in three separate phases: Teasing, on the days leading up to the event; The Reveal and finally, Education about the probable misfortunes that people can actually prepare for. A 360° communication plan was designed, with radio mentions, tv coverage, news portal stories, social media coverage, a brochure that was handed out at the spot, videos and 2 press releases, all building on the simulated meteor crash that was simulated at Syntagma Square.
Α resounding success. With a media budget not exceeding 13.700 euro, publicity worth more than 229.000 was earned, with more than 220 stories in print and online media. On social media, owned social media of the Hellenic Association of Insurance Companies achieved an organic reach of 246.677 users , while more than 300 user generated social posts were created across social platforms. Finally, 9.000 brochures were distributed on the spot, while more than 15.000 bystanders were exposed to the simulated meteor strike.