To make people quit their relationship with their insurance company, we compared this relationship with another well-known relationship: Facebook friendships. The idea was to show how little you actually know people you´re supposed to be friends with. We made these weak Facebook friendships symbols of your relationship with your insurance company. We wanted to remove peoples barriers against going from one “insurance relationship” to another.

We started with finding different people who had many friends on Facebook. Then we arranged meetings between these people and some of their Facebook-friends. No scripts, no instructions, just getting two people who say on Facebook that they are friends, to meet each other.

The campaign was mainly different films documenting the meeting of Facebook-friends. Some short versions where shown on TV and as pre-rolls, but the main activity was 4 films around 90 seconds documenting the people and their meetings with their “friends”.

Top of mind among the banks existing banking clients grew from 13% to 36%. At the same time sales to these existing clients grew by 11%

The amounts of insurances sold made an average of 3 per client, showing that we didn´t just sell insurances, but that we made new relationsships.