How can we sensitise the target group and communicate our promotional offer? The idea: The viewer experiences being inside an airbag during a car crash. Without any branding, the commercial leads the audience to the “Safety Calculator” in the Internet: By simply entering the brand, the model and the year of construction, they can find out within seconds how their car performed in the Euro NCAP. Renault offered a special deal to every owner of a car with less than five stars.

During the first “Airbag” TV flight more than 70,000 people used the Safety Calculator, during the whole campaign there were 359,162 safety calculations. In total, 615,379 customers informed themselves online about the promotional offers. Altogether, the complete campaign attracted 1,258,279 people to visit www.sicher.de in just three month.