Burglars see it other way
PR Campaign Overview
Short campaign description
Client: Lietuvos Draudimas (part of RSA Insurance Group) - leader of Lithuanian insurance market.
Problems: the low level of insured households and insufficient media attention to the thefts problem.
Aim and objectives
Aim of the campaign: Atract the national media attention to theft from households problem and to raise the number of insured households.
Objectives: 1) To raise public awareness and understanding on vulnerability of homes in relation to burglary, break-in and theft;2) To position Lietuvos Draudimas as the leading expert in the property insurance market;3) To strengthen Lietuvos Draudimas image in the social responsibility area (Communities).
Creative solution
Look at the thefts problem from the other side:
conducting the survey of convicts in case to get information about the best ways to protect private households.
Partners
This survey was possible due to the kind cooperation between our partners:
Lithuania Prison Department Under the Ministry of Justice
TNS Gallup market research company
Lietuvos draudimas experts
Implementation strategy
To achieve the objectives, the campaign implementation strategy was split into several steps, such as:
1) Identification of key audiences;
2) Preparation of the survey;
3) Execution of the survey;
4) Results presentation.
Research work done during the campaign
The research work was split into two parts:
1) External communication audit.
2) Anonymous survey of 386 convicts from different correction houses, prisons and inspectorates.
Moments from the survey in the prison…
Results
There are two types of results:
1) Problem coverage in the media.
2) The rise in the sales level.
Results: media coverage TV: The results were presented in the national TV channel (LRT) main news programme (Panorama);
Press: According to Cision Lithuania, 7 major articles with comments from Lietuvos draudimas appeared in the 6 national dailies (Respublika, Lietuvos rytas (2 different articles), Verslo Žinios, Valstiečių laikraštis, Vilniaus diena, Kauno diena);
Internet: Articles including the facts from survey report was presented in 15 news portals, such as Delfi.lt, Balsas.lt, Lrytas.lt as well as in number of blogs and web magazines
OTS: BVRG Burson-Marsteller media monitoring revealed that, the readership generated by campaign were 5,28 million contacts (OTS; including press, TV and internet).
Results: media coverage
Results: sales
The PR campaign “Burglars see it the other way” contributed to the Lietuvos draudimas home insurance products sales rise by 36,7% in October 2009 and increased by 44,3% in November, 2009 (on year-to-year basis, compared to November, 2009).
Lietuvos Draudimas were also strongly re-affirmed in Lithuanian media as leading opinion experts in the non-life insurance segment.
Maestro Donatas Katkus presented survey results…
Šarūnas Girdėnas BVRG Burson-MarstellerMėsinių st. 5/2Vilnius, LithuaniaT: +370 5 215 33 [email protected] www.bvrg.lt
For more information please contact..
Ernesta DapkienėPublic relations officerLietuvos draudimasJ. Basanavičiaus st. 12Vilnius, LithuaniaT: +370 5 268 63 [email protected] www.ld.lt
Thank You!
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