Delta Lloyd’s ‘crushed car’ direct marketing campaign on private motor insurance has been awarded a Silver Lion in Cannes by Lions Direct.
Delta Lloyd’s ‘crushed car’ direct marketing campaign on private motor insurance has been awarded a Silver Lion in Cannes by Lions Direct.
The award-winning campaign consisted of a multi-stage mailing in which, on the first day, a badly damaged model car was sent to the insurance agent without mentioning the sender. This teaser was followed up on day two by a ‘repaired’ example on a plinth bearing the message ‘Not just a keen premium, fast settlement of claims as well’.
Reactions to the crushed car were particularly enthusiastic and it now appears on many desks as a collector’s item. The campaign was not just frivolous and teasing but also effective. This is apparent from the tremendous growth in the number of proposals.
The prize-giving took place in Cannes on the evening of Wednesday 18 June. The campaign was run by the L’ Eau agency acting for Delta Lloyd.
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