Why This Dutch Insurance Company is Making Car Ads for Private Car Sellers
More and more car owners are selling their own car online. As a result, it is getting harder to stand out among all those car ads. Which is why Centraal Beheer is launching a unique promotion: Car Commercial To Go. A high-tech installation that creates a personal, professional ad video for your car, in less than a minute.
Becoming top of mind with car sellers
When they buy a new or used car, drivers go looking for information about a matching insurance plan. Centraal Beheer likes to do something extra for its clients. That’s why they are helping private car sellers with a professional sales video for their cars.
Centraal Beheer’s Ellen van der Horst: “With this promotion, we want to show that we always go the extra mile for our clients. And that there is a reason why we’re the most customer-friendly insurance company in the Netherlands. That’s why we’re now also helping them to sell their cars.” The campaign’s objective is to become top of mind with buyers of a new car.
A professional ad for your car in less than a minute
An installation using projection mapping and Kinect makes it possible to create professional ads in bulk. Users can select one of three pre-created advertising worlds. The themes (Luxury, Hollywood or Nature) are projected using five video projectors and recorded through three automated cameras. Everything is done in less than a minute, thanks to a voice-over artist who is present on the spot, and the car owners can drive off with their own ad.
Check out two examples below:
- Car commercial:
- Car commercial:
Car ad usage
The ad films can be placed on the regular car-selling sites, or shared through social media. Where they will help sellers get extra attention, and especially appeal to buyers with the message that Centraal Beheer is the most customer-friendly insurance company.
Ellen: “In this way, we can not only advertise in the most relevant media, but we’re also expanding beyond the targeted advertising space. And we get to be present in places where consumers are actually searching for their future car.”
Ed van Bennekom, creative director at DDB & Tribal Amsterdam, said: “What makes this campaign ingenious is that Centraal Beheer is creating car ads for private car sellers. And those car sellers, in turn, are advertising Centraal Beheer’s car insurance.”
The films will also come alive in Digital OOH, pre-rolls and banners. In addition, sellers can apply for a second event. On this day, we will make our radio airtime available to them. We’ll invite sellers to a recording studio, where they can narrate their own professional car spot.
Anyone seeking to sell their car using a professional ad film can register until 10 June through centraalbeheer.nl/autoreclame
The campaign was developed together with DDB & Tribal and will run from 4 June through end of June 2018.
