Situation: The Dutch are not keen on talking about their financial future.

Approximately 80% of Dutch people never talk to their insurance company about their future. They don’t believe a conversation with, for instance, an insurance company will bring them much. They don’t really trust financials or financial advisors, they don’t want to delve into the subject matter and they fear a consultation will cost them money.

Objective: Change the negative attitude towards talking to about your financial future.

Brief: Take away the barriers that keep people from engaging in a conversation with a financial advisor by showing that it need not be a ‘painful’ experience and can, on top of being useful, actually be relaxed and enjoyable.

We built special coffee cups that included a microphone and speaker. We collaborated with the well-known Dutch coffee brand Douwe Egberts. In their cafes, we offered guests a free cup of coffee. A wireless Bluetooth transmitter directly connected the cup to an insurance specialist. And with the help of an improviser, we surprised people with a fun and informative chat.

During the campaign, we gave everyone who visited the cafes a free cup of coffee, together with some good advice. We had hundreds of conversations and turned the most interesting stories into a video. The video was used to get even more people talking about their future and how to plan for it.

And they did.