It´s really easy to have your car stolen. But it´s even easier to have it insured.

In the first phase of the campaign we shot five unbranded videos showing easy ways of how to steal a car (using a plunger, paralyser, TV remote control, magnet and a sex toy). In co-operation with leading car sites, we placed them on the internet.In the second phase we branded the videos using the ‘It’s really easy to have your car stolen. But it’s even easier to have it insured’ tagline and placed them on YouTube and on TV.

Large number of discussion forums, huge media response.

1,500,000 viewers within the first month and more than 3,000,000 viewers overall (population of the Czech Republic is just 10,000,000).

Our films appeared on the main Czech news portals such as 3 television spots on Z1 and daily papers. The Czech police have also joined the debate.

Within a week, the number of visits to the DIRECT website grew from 800 to more then 9000 a day. With a substantially low budget, the effectiveness was more then 1100%.