We decided to show the risks of not having insurance through an unexpected medium: we needed to surprise our potential customers and still be one step ahead of our competitors. In order to accomplish this we decided to create ads in the online classified section of Colombia's most important newspaper, leveraging the fact that it is the most visited website in the nation, but also a natural medium for our target.

The ads appeared in places where people usually find home or vehicle with its respective image, but on our ads we showed houses that would suddenly catch fire, or a car that would get stolen. Online visitors received our message in a fun and surprising way.

Results were astounding. We saw an increase of 70% in visits to our website, and sales rose 33% by the end of the campaign. Our ads created such high impact that after a week, the client started offering insurance in its retailers. Customers welcomed the new service and easily linked it to the brand. We had found an engaging way to tell our target, that their dream projects would be safer with us.