Reach the target audience at the moment they are looking for household effects.Where: Marktplaats.nl (the Dutch Ebay). Because you can buy everything in the field of home interiors on the site.

Approach:Make people aware of what can happen to their household contents.Execution:When you were looking for household effects on Marktplaats.nl (the Dutch Ebay), you spotted really attractive offers (our fake ads) in the search results. If you clicked on them, you saw the ad with a photo of the product. But you soon discovered it wasn’t a photo, but a video. In the video you saw that the household effects are being damaged by fire, water or stolen by a thief.Title: “And you’ll only get back 40 percent of the new purchase value”Followed by:ING’s personal property insurance, the only one that compensates the new value for 10 years.

People liked the ads that much that they were widely shared via social media and email.

Views: 19,929,373.Clicks: 79,632.CTR: 0.40% (4 times higher than the benchmark).Conversions: 1,079 policies sold (double the target figure).