Our educated guess was that if people realised how vulnerable they were to phone theft, they would at least show interest in Vodafone’s insurance offer. So we hired professional “street magicians” to slip informational flyers promoting Vodafone’s Insurance service into their bags, pockets or any other place they keep their phones.

People couldn’t be more surprised when they acknowledged the presence of foreign objects in their bags or pockets. The strength of the creative came from confronting people with the very position they never envisaged themselves in: that of victims. As well as from providing them with information about our insurance offer, exactly at the moment they realised their vulnerability.After 7 months from launching the campaign the ROI of the product was 591%.