We used stickers to make cars look like they had been broken into, simulating a real burglary. So drivers realised, after the initial shock, how easily they could become a crime victim, how you feel if you become one and how wise it is to have a car insurance.

The results confirm the success of the promotion: 21% more contracts were signed in the cities where the promotion took place (compared with the year before, within two months). Also the awareness for the VHV website increased: the clickrate was tripled.