The concept involves petrol lighters with one of three different motifs: an ironing board and iron, a Christmas tree, or a house. When the consumers open the lid and flick the wheel, they see how quickly these harmless objects can turn into dangerous fires: suddenly, the board, the tree or the rooftop appear to be burning brightly. On the back of the lighter, the customers find the name of the insurance and a response address.

Consumer response has been highly positive: 17% of all recipients contacted their local agent for further information even before the first follow-up call. Furthermore the “Business Lighters” always make a great issue for starting a sales talk.