Dutch insurance company Centraal Beheer Achmea wants to reinforce its good reputation within the car insurance industry in order to become again THE car insurer in The Netherlands. To achieve this goal we set up a courageous campaign full of surprises. Our campaign’s ‘vehicle’ is a social challenge. The ultimate ‘battle of the sexes’ – who are better car drivers: men or women? Therefore Centraal Beheer Achmea organizes ‘The Battle’ and invites all Dutch men and women to defend their sex.

Internet plays the leading part in this campaign. Men and women can determine through nine online challenges which of the sexes drives best. This fascinating duel is promoted in television commercials, radio commercials and news flashes, online banners, e-mails and newspaper announcements. Followed by bus adverts and outdoor stickering which focus on the driving aspect. Online banners and freecards ultimately encourage social discussions about the 'driving battle' between the sexes.