How long does it take to steal a bike? We conducted a study around the topic to get people curious and create some buzz. In different Czech Republic towns, we documented how much time a thief needs to steal a bike. With this insight, we built a low-cost campaign, with big viral potential, to support brand and product awareness about property insurance.

Launch the campaign
Published
January 2014
Topics

The Story

How long does it take to steal a bike? We conducted a study around the topic to get people curious and create some buzz. In different Czech Republic towns, we documented how much time a thief needs to steal a bike. With this insight, we built a low-cost campaign, with big viral potential, to support brand and product awareness about property insurance.

During the height of biking season, we uploaded thought-provoking videos on YouTube, showing bikes being stolen. We shared the videos online and then pushed them out to TV stations and newspapers. The campaign ran in three stages. The first part focused on creating viral buzz. For part two, we sent out press releases and promoted videos on YouTube and banners on the Google Display Network. In the last stage, we focused on monetizing using remarketing tactics.

The Technology

The Results

The campaign achieved extraordinary results. The media rated it one of the top viral campaigns of the summer, and it got great coverage from TV news, newspapers and online media. This innovative project sparked brand awareness for Česká Pojišťovna Insurance. The campaign boosted website visits and grew the number of sales leads generated by 300%.

.11%

CTR during remarketing campaign

460K

No. of views of all campaign videos on Youtube

300%

Increase in sales leads

Launch Date July 31, 2013