Every autumn, around the time when people change their tyres for the winter, it is also time for a new campaign for compulsory car insurance for our client Wüstenrot. As this is a product where clients decide mainly according to price, it is a challenge every year. This year the challenge was made even greater by the client’s decision to take an exclusively online route.
So, it was clear that we had to prepare interesting online content to attract potential clients. At the same time, we wanted to open up the issue of polite behaviour on the roads, positively motivate drivers and, as a consequence, improve relationships among drivers.
In the end, our choice was to use a microsite, which was best suited to the requirements of the campaign. Our good driver test turned out to be the biggest attraction, allowing clients to find out whether they are gentlemen or ladies behind the wheel. If you haven’t tried it, you can do so right now. To see if you’re a polite driver at heart www.slusnysofer.sk.
In addition to the test, we also prepared tips for visitors on how to be a good driver, as well as funny videos with a guide on how to keep yourself cool and stylish after minor accidents. You can find inspiration there and learn how to break down barriers. Of course, visitors to the microsite also found more information about the product, could calculate their insurance premiums and insure themselves online.
The campaign has achieved excellent results, and it is still running. The microsite attracted over 24,000 unique visitors, with some doing the test several times. We recorded over 1,700 shares on Facebook and over 5,000 clicks through to the client’s website.
The conclusion is that we consider this campaign to be one of our most successful online campaigns. We hope the campaign has also turned a few drivers into gentlemen.
Credits:
Chief Creative Officer: Bernd Fliesser
Creative Director: Alex Strimbeanu, Jord Nikov
Copywriter: Viliam Šedivý, Daniel Feranec
Art Director: Zuzana Ondrušová
Strategy: Ivana Váleková
Account Manager: Sofia Žiaková
