AEGON is with its 100.000 clients, representing 1% of the population/market a rather small insurance company in the Czech Republic.

They sell their insurance products mainly through agent/broker networks who are in favour for them for their great service level and their innovative approach to insurances in a highly commoditised industry.

Even though products are well perceived, the agents/brokers face some times and in specific regions even more the problem that the awareness and the recall of AEGON as a brand is low, due to the fact that there has not been any BtoC campaign running for a while – obviously for budget reasons.

The agency was challenged to come up with a low cost creative idea that would increase the awareness of the AEGON brand, associated with the generic insurance company need.

They were looking for an idea that could be used regional and would ideally have a CSR aspect, with the potential to get positive PR exposure and give the agents/brokers something to talk about.

We based our strategy on the key insurance need: "You never know what is going to happen".

So to remind people of this need, what can be better that exemplifying in a synthetic, powerful way, that “We never know what is around the corner”?

And so we placed street art style visuals on both sides of frequented street corners that were imposing a potential crash.

We have chosen 3 key motives dramatising the main insurance products for accidents, cars and life.

So people when passing our corners could see instead of the dirty walls they were used to:

How a little kid would potentially be overrun by a big wrestler, a car bumping into a bison and a biker being about to be hit by a knight with lance.

To bring the CSR aspect in we have selected together with a well known street artist frequented street corners that were soiled with tags or advertising of violent or sexual content and repainted them ourselves with our motives in a kind of guerrilla style that gave also a dynamic and young look to the image of the company.