A Polish Insurance Scheme Insures Kids' Favorite Toys, to Educate Everyone

Campaign Hopes to Encourage More Poles to Use Insurance

Published On
May 06, 2015

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Polish insurance firm PZU is hoping to teach kids about how insurance works with a program in which it will insure a child's favorite toy.

The campaign, devised by DDB & Tribal Warsaw, will see PZU agents visit the parents' house and ask the child to draw a picture of their toy on a special certificate. The toy is then insured for six months and if it's broken, the company will fix it. If it's lost or beyond repair, they'll send the child a voucher to replace it.

The program, which will run to the end of the year, aims to educate both kids and adult Poles about insurance and is the start of a series of activities by the brand to underline its importance. In Poland, only about 30% of people insure their house, compared to 90% in Germany for instance. Although we tend to be in the camp that believes kids should be kids and not have to worry about things like insurance, it's a canny marketing move for mom and dad -- because how guilty will those parents feel when the six months' insurance runs out and the toy gets lost?

This is another interesting kid-targeted move that puts them in grown-up shoes. Previously, we saw Mattel team up with rental car agency Europcar to let kids "borrow" toy wheels, while Toyota created an app that allowed kids to be backseat drivers.


May 06, 2015
DDB & Tribal-Warsaw

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