According to statistics, interest in dacha insurance is highest among those who have a dacha near one that burned down. We decided to show the greatest possible number of Russians what a burnt-down dacha looks like, without hurting a real dacha.

Russians love barbecue. And they do it next to their dachas, of course. Could one think of a better time and place to remind about the insurance? At the height of dacha season we negotiated with charcoal manufacturers to insert a note in packs of the most popular kind of charcoal for barbecue.

The insert was a red card with the following message from the insurance company: “Any house after a fire looks like this. The only difference is if it was insured, you can immediately build a new one. At our cost.”

370,000 bags of coal were purchased.

370,000 grateful dacha-owners appreciated our black (literally) humor, with ZERO media spent.

Statistical data from the call-center will be available in June.

Just coal us!