The objective was to launch Union as the 10th car insurance company on the market of mandatory car insurance.The challenge was how to engage people and attract their attention towards the brand while being in a low involvement category in which the price of the product is the main differentiator.In the first part of the campaign we created a sort of secret organisation that took justice on the roads into its own hands. The Pink Squad a movement against irresponsibility on the road.The media were offered a story of a 'Vigialante', who in his own specific way punishes irresponsibility on the streets. In the moment, when The Pink Squad and their actions became known nationwide, we connected them with Union and its products.

The campaign started with a pirate announcement of the Pink Squad broadcasted on all major TV stations. Supported by videos and pictures that flooded the internet. The group of five people dressed in black uniforms with pink balaclavas, relentlessly fighting irresponsible drivers.After two weeks of anonymous actions, at the annual motor show Union insurance officially declared, that The Pink Squad is a part of their advertising campaign. Afterwards The Pink Squad appeared in regular ads. /TV, print, billboards, Internet, P.O.S./ At the end of the campaign we came up with initiative Weekend without accident. All saints' holiday weekend October 30th - November 1st 2009. /Facebook, PR in TV, print, Internet, supported by media partners who take part in the initiative./

Over 80.000 members on FacebookMore than 1,000,000 web page viewsWith over 140,000 unique visitorsMore than 30,000 Google search results for the name: pink squad; in the first 2 weeksMore than 10.000 isurances during the first 3 monthsIn 3 months the mandatory car insurance of Union insurance reached the same preference level as its 4 main competitorsWeekend without accidents.Accidents on that particular holiday weekend compared to the last year decreased:traffic accidents decreased from 429 to 191 and lives lost decreased as well from 6 to 1