Insurance company Centraal Beheer Achmea (CBA) wanted to create extra brand sympathy with men/women 18+. For that reason we developed a promotion around the theme: temporarily CBA also covers small misfortunes. We invited internet users to submit a story on the CBA-site about a small misfortune (like a flat tire) they experienced. The person who wrote the story that received the most compassion from site visitors won a relaxing weekend in a nice hotel.