AGEAS & Back Me Up

The Stolen Goods Shop

Ageas & Back Me Up – The Stolen Goods Shop
Ageas & Back Me Up – The Stolen Goods Shop
Ageas & Back Me Up – The Stolen Goods Shop

THE PROBLEM

Millennials aren’t interested in insurance brands or products. So how do you launch a brand to an audience that doesn’t care?

THE STRATEGY

Revolutionary insurance – why behave like a traditional insurance company if millennials aren’t paying attention? Instead, be seen where other insurers wouldn’t be seen, do what they wouldn’t do and say what they wouldn’t say.

THE IDEA

The Stolen Goods Shop, Brick Lane – a pop-up shop selling unethically and ‘locally sourced’, hand-pick pocketed goods.

Shoreditch millennials, media and influencers were able to browse and buy an array of stolen goods driving home the real threat of theft. We armed people with advice from the pros – reformed criminals – on how to avoid having their stuff stolen. And we also raised money for charity!

BUSINESS IMPACT

80,000

Website visits during the campaign

40%

Increase on normal website traffic

£4,000

All profits from The Stolen Goods Shop were donated to the target audience’s chosen charities: Mind, The Prince’s Trust & Shelter

MEDIA IMPACT

PRWeek Awards

Highly Commended for Best PR Event 2017

24

Media attendees, including reps from Mail on Sunday, The Daily Telegraph, The Sun, Metro and BBC Click

28

Pieces of coverage

52M

Total coverage reach

SOCIAL IMPACT

3,000

People came through the shop over four days, with a queue of 50 people at 8am on Friday’s opening

170,000

Julius Dein’s Snapchat stories co-created by M&CSPR watched 170,000 times on launch night

CLIENT TESTIMONIAL

  • We were delighted with the success of The Stolen Goods Shop. It’s always so satisfying to see a concept that was presented to literally come off the page and to life. It was a fantastic team effort – the M&C Saatchi PR team worked as an extension of our in-house Back Me Up team, and together were able to make it the best it could be, combining actual insurance claims data to give us our date hook and insights, alongside the creativity and uniqueness of the opportunity – perfect for newly launched and innovative Back Me Up.

    – Lucy Pope, UK PR Manager, AGEAS