We decided to steal young people from a place where they never expect it: their social networks. To make them understand how important it’s to have an insurance and demonstrate them that a robbery can happen anywhere and anytime,

That’s how @Mr.Robber_t was born, a thief who stole glasses, watches, purses, wallets, bicycles, smartphones, any kind of things etc.; from the photos of hundreds of Instagram accounts.

It all begins on February the 9th, when we created an Instagram profile: @Mr.Robber_t, who started to follow young common people, local celebrities and influencers.

We traced Instagram users with new purchases starting a Social Listen like: #newshoes #newwatch #newpurse #newphone and whenever we found a photo, We steal it, erasing the new object with a quick Photoshop retouched.

After that, @Mr.Robber_t reposted the photos tagging the victims and inviting them to buy the insurances in www.davivienda.com

• 424.590 daily impacts.

• 2 of the most famous Colombian Instagramers promoted the profile @Mr.Robber_t

• Traffic in www.davivienda.com increased in 115%

• Insurance sales increased significantly versus last month.

• @Mr.Robber_t was reposted and retweeted by hundreds of people.

With one Instagram profile, we had daily and direct one to one communication with more than 300 profiles, simultaneous conversations with a quick and direct response, encouraging people to buy “Micro-Insurances”.

Colombian young people has one thing in common: they love what they buy and enjoy showing it off in Social Networks; and even knowing the value of their belongings, they don’t get an insurance for them, thinking that nobody could take them away.

Knowing that our target spent 90% of their time in Social Networks, we ran the idea in Instagram, the Social Network where Colombian young population brags the most about their stuff. With @Mr.Robber_t profile we trolled them speaking their own language and started conversations about getting our insurances as a way to prevent this situation.

One of the priorities of Davivienda Bank is the development of new categories, like insurance and the recruitment of new clients. That’s why they created new insurance products (Protección Tarjetas, Tranquilidad Mujer and Da-Tecnología) called “Micro-Insurances” to protect the little purchases against robbery. Those were made for Colombian young population who are new in the insurances category.

And our challenge was to convince young, extrovert and uncomplicated people to buy our “Micro-Insurances”.