For our target audience (‘developed settled couples’ between 23-35) insurance products form a low-interest category. They underestimate the importance of household insurance and feel a burglary is something that simply won’t happen to them. To gain their attention, we had to do something disruptive. Since there was a huge hype around the newly launched Periscope app amongst our target audience, we live-broadcasted a real burglary via Periscope. A crime that normally goes unnoticed was now out in the open for them to see where they least expected it.

On July 29th, the burglary was live-broadcasted on Periscope. A 1 minute cut down of the live-broadcast was seeded via 2 popular Dutch blogs. Within a day it could be found on hundreds of national and international sites. When the online discussion reached its peak, Nationale-Nederlanden claimed the burglary with a video. The video contained a link to the campaign website (which was up for 3 months). There people could find out how well their home is protected against burglary and win the burglar from the video to come and inspect their own home.

Over 1,000,000 people were reached within the first few days, registering 2,000+ comments on social media.

Visits on the home insurance section of the Nationale-Nederlanden website increased by 200%. The 40.000 Euro campaign generated over 275.000 Euro in free media exposure, making the ROI 587.5%