Ripley Insurance firm had created an ambient campaign in order to focus their sincerity to provide insurance cover in case of accident. The main objective of the campaign was to provide their potential customer a sense of protection for their vehicles against any damage or accident. In an effort to execute the idea, advertisers decided to place pillows in those areas where vehicles generally suffer physical damages such as containment barriers, trees columns, curves at parking places and others. However, the product benefit might not be clearly presented in the campaign but it is certainly capable of grabbing quick attention of people due to its unique presentation and idea.
The presentation of the campaign is surely gripping, as it was an exceptional idea to place pillows in such awkward places. However, question was raised over the very fundamental aspect of the campaign following the argument that the role of an insurance company is not to prevent damages but to cover it after an accident takes place. Therefore, the very basis of the campaign holds no relevance. On the other hand, counter arguments suggest that the campaign’s aim was to convey that the customers are so well insured with them that in case of an accident they will act in a quick manner to give impression that nothing has happened. The campaign was developed by Sepia, Chile.
Via Ads of the World
