Centraal Beheer – Car Commercial to Go | How a Dutch insurance company sold its products by following the customer-first approach?

Most people think of car insurance only when buying a new car. However, if we go by available statistics, it is certain that a ton of people buys used cars online every year. Citizens of Netherlands are no different. It is reported that 78% of the people in the Netherlands purchase used cars on online portals. Keeping the above-mentioned in mind, Dutch insurance company, Centraal Beheer, came up with a crafty campaign called Car Commercial to Go to advertise their insurance policies.

DDB Unlimited is the agency behind the ideation of this campaign. Instead of using banners or other traditional marketing methods, DDB Unlimited created an autonomous drive-through installation to help people sell their cars. Every participant of the campaign simply entered the drive-through, selected a scenery from a couple of available options, and walked home with a customized commercial for his/her car. All the commercials that were created in the drive-through installation consisted of dynamic visuals along with catchy voice-overs. The only catch here was that at the end of every customized commercial, the seller also hosted a promotional prompt for Centraal Beheer. All in all, Car Commercial to Go helped Centraal Beheer launch a string of advertisements by being a customer-centric service provider.

We feel that this campaign makes judicious use of tactfulness to kill two birds with a single stone. It worked in the desired manner because it caught the attention of its targeted customers by giving them something they already wanted.

Credits
Brand: Centraal Beheer
Advertising Agency: DDB & Tribal, Amsterdam, Netherlands
Production Company: Circus Family
Music/Sound: Earforce
Media: Mindshare
Performance Marketing: DisXT