Union Insurance: The Pink Squad

Selling car insurance is a funny business when it comes to marketing and one that seems to differ vastly across the globe.

While Swiftcover opted for an Iggy Pop endorsement and State Farm decided to flex their creative patronage by funding a music video by Ok Go, it can be a little more direct in countries say like Romania, where girls in lingerie on space hoppers depict a head on collision. Not to mention the fact that here in the UK Go Compare (with its rotund tenor-based ads) has been voted the most irritating ad of 2010 by a sizeable 59% of respondents in a recent survey.

Union Insurance in Slovakia launched one of our favourite insurance campaigns just over a year ago, in a bid to boost consumer engagement to the level of its four main competitors in the region. They managed to achieve this within three months by developing ‘The Pink Squad’, a major viral campaign centered on the concept of “a Vigilante, who in his own specific way punishes irresponsibility on the roads”.

The Pink Squad comprised of a number of pink balaclava wearing vigilantes, a sort of underground organisation that took road safety into their own hands by pursuing and delivering forfeits to bad drivers first hand.  The promotion kick-started with a major TV ad designed to look like a pirate covert commercial by the secret organisation outlining their agenda. The group then went on to dish out various punishments to bad drivers - boxing in their vehicles with pink flower boxes, filling their cars with pink ping pong balls or covering them with pink plungers.

The reason the campaign works so well is down to how the commercials, digital and social media and high impact outdoor activity are fused together to form a cohesive whole. Consumers were brought into the heart of the action by being able to suggest targets for the hit squad as the campaign took on the form of a movement rather than a promotion, waiting to reveal the brand’s participation until near the ad of the overall campaign.

This was further enhanced by a good will effort on behalf of the brand that sought to help stop accidents, with the launch of the ‘Weekend Without Accidents’, encouraging people to drive responsibly.

Overall the campaign website netted 1M page views with the brand amassing 82,000 fans on Facebook, whilst also achieving considerable pr coverage.

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