Direct > Product/Service

BUSINESS LIGHTERS

LEO BURNETT FRANKFURT, Frankfurt / WUERTTEMBERGISCHE / 2007

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

Every three minutes, a fire catches somewhere in Germany. Most incidents occur in private households, and the insurance company “Wuerttembergische” wants to make customers and prospects more aware of this high risk. Therefore the agency was briefed to develop a simple but efficient mailing to promote their Household and Buildings policies.

Outcome

Consumer response has been highly positive: 17% of all addressees 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.

Solution

The solution involves petrol lighters with three different motifs: an ironing board and iron, a Christmas tree, or a house. These mailing items show clearly how fast possessions can catch fire, and also how to insure against risks of this kind: with a Household and Buildings policy from “Wuerttembergische”.

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