In 2007, Génesis launched its motorcycle insurance: Génesis Moto. As part of the launch campaign, the client asked us to do a special campaign for the 2 cities with the greatest motorcycle density in Spain: Barcelona and Valencia.The objective was to directly sign up motorcycle riders to show them the new Génesis Insurance, based on the product positioning: the market’s most complete motorcycle insurance, emphasizing the product’s main competitive advantage: antitheft cover.

We launched two initiatives on consecutive days in places with high levels of motorbike ownership. There were direct actions focused on the fact that Génesis offers the broadest cover on the market.Day 1: Taking advantage of the forthcoming winter, we went out to put gloves on the motorcycles. An original way to show that Génesis gave the best protection to your motorcycle: “We protect your motorcycle, even from cold”.Day 2: The next day we hung fake keys on the motorcycles’ ignitions. A simple way to communicate our anti-theft cover: “Negligence like this and someone else could take your motorcycle”.

The campaign was totally successful, this one action being the one that gave the best return of investment among the rest of the Génesis Moto launch actions.A proof of that is that, during this year, the action will be repeated in these 2 cities and will be extended to Madrid and Seville.