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Wunderman Thompson Antwerp

VAB
BE

Bicycle insurance

Recruiting a bicycle thief to promote theft insurance
  1. CHALLENGE

    TO SHOW PEOPLE THAT A BICYCLE INSURANCE IS USEFUL

    Bicycle trouble happens to everyone. But it is a little known fact that about 65 electric bikes are stolen every day. It is even easy to steal a bicycle in broad daylight. This is the starting point of the campaign that we created for VAB.

  2. WORK

    WE RECRUITED A BICYCLE THIEF FOR VAB

    In broad daylight, we sent actor Koen van Impe out as a bicycle thief with a wire cutter in one hand and a hidden camera in his wake. In the video, most bystanders look the other way without blushing. Some even unknowingly help a hand when loading the stolen bikes ...

    At the end of the video we highlight that from now on VAB offers a very interesting bicycle insurance together with their bicycle assistance.

  3. Results

    • Unique people reached: 693.239
    • 1.559.108 impressions
    • 264 bicycle insurance online contracts (and 656 bicycle assistance online contracts)