We chose to launch this unique insurance via a simple press release. Facebook was the perfect environment for acquiring an End-of-the-world insurance plan: people could get insured with no costs whatsoever simply by ‘liking’ Centraal Beheer Achmea on Facebook. Newly insured people could read through policy conditions in the End-of-the-world insurance Facebook tab or share the insurance with their friends. Important, because you don’t want them to have to worry about damage by a destructive outburst of a mutated type of flora and/or fauna, zombie attack, shifting of the magnetic poles or an intergalactic asteroid attack.

With one simple Facebook App:

- more than 10,000 people were insured in the small country of Holland in just 72 hours.

- the number of Facebook fans increased by 210% in just 72 hours.

- from 5th place to 1st place on the social media ladder for insurance companies.

- media coverage by big news media, like RTL and two of the biggest Dutch radio stations.