Communicate the new fire insurance, and the incentives for selling it, to the Belgian insurance brokers.

Every broker got a standard white envelope in his letterbox. However the envelope didn’t contain a letter, only the ashes of a letter. A small corner of it was still intact, on which a website could still be read: www.weetmeeroverbrand.be (www.learnmoreaboutfire.be).On this site the broker is informed about the incentives for selling this specific product.

Because of this mailing the site is the first place the brokers turn to for information. Hits on the information site soared and now it’s one of the most frequently visited sites of Mercator.