94% of Kenyan travellers consider travel insurance as a useless expense and never buy it. The task at hand was to change consumer perception towards travel insurance and build awareness for our brand. The biggest challenge for us was that irrespective of hundreds of cases of lost and damaged bags reported in Africa, our consumers strongly believed that nothing wrong could ever happen to them. We therefore decided to directly engage our customers through way of an entertaining drama and demonstrate the need for our product.

Lost and damaged bags are a major problem in Africa, something which many travellers can relate with. Along with many travel related risks, APA Globetrotter Travel Insurance covers for such damages. We therefore decided to highlight this aspect of travel cover in our communication. Further, using the insight, ‘the true value of insurance is realized only when things go wrong’, our creative execution effectively highlighted the need for our travel insurance product.

The single day on-ground activation for Baggage Drama was held on the evening of December 16, 2014 at the Jomo Kenyatta International Airport, Nairobi. The video for the Baggage Drama was published on Youtube on December 26, 2014. Once online, the campaigns popularity took its natural course and our Twitter handle #baggagedrama was hijacked by hundreds of disgruntled passengers from across the globe to express their own travel related woes.

Not only did Baggage Drama stunt expose hundreds of travellers to the risks of traveling without insurance but it also created top of the mind awareness for Globetrotter Travel Insurance. #baggagedrama soon became the voice of thousands of disgruntled passengers across Kenya making it one of the most successful advertising Twitter handles in the country. In the first month of the campaign launch, APA Globetrotter website got more than 100,000 clicks along with

11, 549 new policy sales. What’s more, with a small investment of USD83 on damaged bags, the campaign generated free PR worth USD71,391.