You know how you’ve always thought you were paying too much car insurance? You’re probably right. ING developed a new internet-based insurance that breaks through old insurance clichés: from now on, it’s cheaper NOT to keep’er. Demonstrate made it their business to spread the word about the new ING insurance by generating massive traffic towards the ING stand at the biggest, baddest Belgian car show of the year. Entire floor sections were branded orange to match the ING logo, visitors were shuttled in by orange limos, there was mass flyering and free coffee for all. We know how to cause a stir when we need too. We even designed and developed the ultimate dream car: a genuine Mustang with a yacht bolted on top, and made it as a mobile 3D advertising stunt in collaboration with Euro RSCG! Not even James Bond has one of those. The goal was simple: spread the word about the new insurance deal and get as many people as possible to try out an insurance simulation on the internet. Once people see with their own eyes how much money they could be saving, they can make up their own mind. The results? Over 6000 simulations in 10 days. But it doesn’t stop there. The campaign supporting the new insurance is based on the image of people crying passionately about their high insurance rates. EURO RSCG ran with the idea of ING as the one brand able to console your grief and created together with D8 a 360° approach to generate more brand awareness, mobilising a small army of promo people to hand out 200.000 boxes of handkerchiefs in 4 weeks time on high traffic cross roads.

That’s nothing to sniff at…