Brand Owner: Karstadt Quelle Insurance
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.|
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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