To convince homeowners and renters that it is inevitable and sensible to acquire VHV household insurance.

Convincing homeowners and renters to buy insurance isn't easy. Having a low budget doesn’t make it any easier. Therefore, a low price and easily realised promotion was the best solution. By simulating a real burglary – by putting stickers on front doors - we made people realise how easily they could become a crime victim, how they would feel if they became one and how wise it is to have household insurance.

The results confirm the promotion: 18% more contracts were signed in the cities where the promotion took place (compared with the year before, within two months). Also awareness of VHV increased through their website: the click rate was tripled.