In that moment a projected overprints communicated the immediate replacement benefit that Zurich gives to those who purchase their Fire Insurance Policy:

NOTHING CHANGES IF YOU ARE WELL COVERED.

Zurich Fire Insurance. With inmediate replacement.

During all the advertising activations, thousands of people ran into these actions, which achieved an improvement in their relationship with the brand.

People became aware of all the things they could lose if they did not get an immediate replacementfire insurance policy.

And the activation produced a communication buzz in the media.

But also, the calls made to the Zurich call center rapidly increased during the action.