Only 3 % of the Norwegian population turned their fire extinguisher four times or more last year. This can lead to lumpy powder and consequently a defective extinguisher.

The insurance company Storebrand wanted to get Norwegians to turn their extinguisher, and at the same time become top of mind when choosing insurance.

By creating a lottery, Storebrand encouraged people to turn the extinguisher and place a sticker (lottery ticket) underneath it. Now the players have to turn their extinguishers every third month in order to participate in the lottery.

We wanted Norwegian home owners to become aware of the importance of turning their extinguishers, and at the same time luring them into actually turning the extinguishers by creating a lottery.

The campaign ran from November the 27th until December the 11th. The lottery winner was decided by drawing on December the 8th and March the 8th, and the drawing will continue every third month.

The stickers (lottery tickets) were available in hardware stores all over Norway, as well as online and from OOH installations in Norway’s capital city Oslo.

The campaign aired on Snapchat, YouTube, boards, posters and in printed newspapers.

90 % of Norwegians exposed to the campaign responded that it succeeded in delivering the main message (benchmark 69 %).

82 % of Norwegians exposed to the campaign felt that it was relevant to them (benchmark 41 %).

The campaign reached a liking of 82 % (benchmark 47 %).

The campaign had a media spend of 80 000 euros, but managed to get the attention of 26 % of the Norwegian population of 5,5 million.

Source: Dentsu