CONTAGIOUS INSIGHT /
Weaponising sellers / Centraal Beheer’s campaign is built around the insight that most people switch car insurance providers when buying a new or used car. The brand’s personlised slick car commercials might not necessarily end in a transaction for the private seller, but they will expose the brand to a relevant audience at a critical moment: when they are in the market to change their car and probably their insurance along with it.
This campaign cleverly connects with potential customers at the research and planning stage of the car buying consumer journey. Most people browse car deals and make purchase decisions online, before concluding transactions face-to-face or at a car dealership. According to Cox Automotive’s ‘Future of Digital Retail’ study, 83% of people want to do one or more steps of the car purchase process online, which includes browsing for vehicles. Centraal Beheer is involving itself in this process early on when car insurance isn’t necessarily top of mind for customers.
Engaging content / Online advertising like banners and pre-roll ads are often ignored by customers. Infolinks, a global leader in monetizing digital advertising, has even coined the phrase ‘banner blindness’. A survey by Infolinks found that only 14% of respondents could recall the last display ad they saw and out of that, only 2.8% thought it was relevant. Another report by ORC International, cited by Business Insider, revealed that a massive 90% of people skip pre-roll video ads entirely. If you combine boring advertising with a boring product (e.g. insurance) then it’s not hard to see how difficult it can be to get people’s attention.
Here, Centraal Beheer is giving individuals a reason to notice its ad. By embedding itself in an attention-grabbing car commercial, the insurance brand engages consumers at a key moment in their purchase journey with memorable online content rather than just a rational, sales-oriented message.
