Guerrilla marketing - Scratches on Your Car
Our objective was to build brand awareness for VrijVerzekerd, a Dutch car insurance company. And to tell how fast and easy their damage repair service is. Without a media budget.
01 Solution - guerrilla marketing + Static Paper
Novocortex decided to use guerrilla marketing tactics. We placed stickers with scratches on expensive cars in large cities. Scratches were printed on Static Paper, a low-tech innovation in Print advertising. Static Paper sticks because it's charged with static electricity. It has no glue on it, so the sticker can be easily removed. When you get closer to the car, you can read the sticker text: "Repairing your damages can be as easy as removing this sticker. Insure your car on VrijVerzekerd.nl and get a discount of 10-49%".
02 Strategy - customer engagement
Novocortex filmed reactions of car owners with a hidden camera, placed the video on YouTube and sent a link to marketing weblogs. We invited blog readers to test the stickers on their colleagues and friends (to share the fun and because we love co-creation). See an example of co-creation on your right: the sticker is being placed on a Vespa scooter parked on the Amsterdam's main shopping street (Vespas are very popular in our capital).
03 Results
- The video got about 10.000 views in its first month and achieved #29
in the YouTube ranking for the Most Viewed Humour Videos in the
Netherlands (note: we never hid that it was an insurance ad).
- Our invitation to test stickers on your friends was published by about 20 blogs and online communities in the Netherlands and Belgium.
- We ran out of stickers in two days. So, most of the stickers were spread by blog readers.
- The daily traffic on the site tripled, and the time spent on VrijVerzekerd.nl increased by 20%.
- The budget for this guerrilla marketing campaign stayed under 1.000 euros (Yes, we should have asked much more:-).