A Campaign With Teeth, for Those Without

Supplemental Insurance Ads Take Over Bowling Alleys in Germany

Published on .

Brand: Karstadt
Brand Owner: Karstadt Quelle Insurance
Category: Financial
Region: Germany
Date: November 2006
Agency: Jung von Matt/9
Media Owner: Amiki Bowling
Media Channels: Ambient

Karstadt Quelle Insurance is Germany's biggest seller of direct insurance. It specializes in offering add-ons to the country's impressive social service system.

Smile, you've got insurance.
Click to see larger image
One of Karstadt's offerings enables consumers to insure the sizeable extra cost of dental implants, because the government won't pay the whole bill. The main target audience is senior citizens, starting at 50 years old and going up to 80.

The company and agency Jung von Matt are also running a more traditional direct-response campaign in print and on TV, but because insurance is a low-involvement product they also wanted to take the brand into other areas. The aim was to give the brand more character.

One of its ambient solutions, therefore, was to use the bowling alley as a demonstration medium. The action of trying to get a strike enabled the target audience to see the impact of losing their teeth.

As a direct operation, Karstadt is also able measure the ability of such ambient platforms to drive sales. It did. The company is currently trying to extend the bowling alley campaign across the country.

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Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc
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