Rapper

The campaign increased the Top Of Mind Awareness in the Netherlands. Even in the 55+ age group the TOMA index rose to 111. The younger audience that we wanted to activate surpassed the average raise by far: in the age group 23-29 we accomplished a massive raise in the TOMA index up to 365.

Research confirmed that the campaign significantly increased positive emotions related to the Centraal Beheer brand, especially in the audience that was reached via TV, cinemas and via mobile phone (!).

The total campaign (this includes tie-ins like radio commercials, online display advertising and DRTV commercials) realised an increase in car insurance sales 12% above target.

Before its first run on TV the commercial already collected over 4 million views online, with +4400 Likes on YouTube and +8000 Likes on Facebook. It was picked up by several media, including international blogs.

As a creative team, we were reassured that ‘old school’ TV commercials can also appeal to a large online audience. We were pleasantly surprised to see the emotional impact the commercial had, even when viewed on a tiny mobile-phone screen. We also learned that we are able to expand the emotional appeal of the commercial to less fancy media formats, and tweak it for highlighting other Centraal Beheer products.

The client expressed a preference for a contemporary concept. They felt this would increase the chances of a younger audience liking and sharing the new film. In addition to this, it could add a touch of innovation to the Centraal Beheer campaign and brand.

We explored various creative routes around state-of-the-art technology trends. Reflecting on the current hype around Artificial Intelligence (AI) – notably voice-controlled ‘bots’ like Apple’s Siri and Amazon’s Echo – we imagined a non-existent technology that could possibly be the next innovation: a car equipped with PVC (Personal Voice Control).

No better way to make a glitch with this imaginative PVC technology more tangible than by creating a storyline around cocky rapper ‘Young D’. In the hip hop subculture it is quite accepted to shamelessly show off your wealth; especially flashy cars. Young D celebrating his first hit and the car responding to the lyrics of that hit, when played on the radio, lead to a finale that light-heartedly, yet clearly communicated: you’d better have good car insurance.

This project was initiated to reinforce Centraal Beheer’s positive brand image and, in the process, consolidate brand preference. Assignment to the agency: create the 59th commercial for the world-famous ‘Even Apeldoorn bellen’ campaign, that

a) clearly focuses on a specific Centraal Beheer insurance product,
b) encourages people to share it online, and
c) offers the opportunity for translating it to spin-off messages like direct response TV commercials (DRTV), online display advertising and more.

To create the next Even Apeldoorn commercial is quite a challenge in itself, but even more challenging when the client requests a script that is closer to a specific product offer than most of the earlier commercials in the range.

Jury Feedback

MUSIC / SILVER 

‘Excellent execution of music in a perfect fit with the total concept and edit. Convincing and functional.’ 

FILM & VIDEO / BRONZE

‘Funny and entertaining script. Nice build-up with the hero becoming the victim.’ 

FILM DIRECTION / BRONZE

‘The Comedic pitch was at the right tone. The director managed to weave in the expositional details in a very elegant way.’