In Russia, competition among insurance companies is huge, while the level of trust is low. All insurance
products are the same, so the promo idea was to employ emotional component to win the audience.
The campaign budget was limited to 700,000 RUB. We organized a curling competition; instead of
stones, we used cars. We created the necessary information noise through personal contacts and
invitations. As a result, we received wide coverage on media (76 publications in regional media, 164 in
federal and 34 in international ones). Social media reach was 1.5 mln. SMPOLIS.RU’s CEO gave several
interviews to federal and foreign media. A positive image of the insurance agency was formed.