Traveling to the beach is nice. Having to leave your home alone and unprotected, is not. Aware of this business opportunity, RSA launched an idea, aimed at potential clients who traveled to the beach, to celebrate an Independence Day weekend. The first question was: where to reach them? The fact is, more than 90% of travelers leave the city by car. Therefore we connected with homeowners on their way to the beach, at highway tollgates. The second question was: how to reach them? The idea was to have someone they would never want to run into, greet them at the tollgate: a burglar. At the tollgate entrance, burglars dressed with ladies panty hose over their heads, displayed signs with ironic messages: “We’ll take care of your house”, and “Don’t worry! Your house is in good hands. Don’t come back soon”. As the cars exited, an RSA representative revealed another message: “Have a nice trip. If you have Royal Insurance, you have nothing to worry about.” But that was not all. Once the potential clients arrived at the beach, RSA handed out newspapers with fake covers and a picture of a burglar showing a sign: “Enjoy your Holidays. I’ll take care of your home”. Inside, an RSA print ad provided a Call number, and headline “Don’t worry. At Royal we insure your home as if it were ours”. These three activities completed the implementation.

The success of the activation was measured by the call number provided in the newspaper ad handed out to consumers. The RSA costumer call center experienced a 37% increase the first Monday, after the Independence Day holiday weekend. The total increase for the first week averaged 28%, exceeding expectations. Due to these results, the tollgate idea was launched again during the summer Vacation season, also achieving convenient results.