Brumm Brumm: KFZ Versicherung auf edgy
Gold
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
Every fall, insurers drum up business for their car insurance rates – because they have to. Motives? absolutely average. Interest in the topic? Dead as a doornail. Big players score points with market power and discount wars. Regional players have to convince customers in other ways. Regional insurer ÖSA turns up the radio and repositions brand and product. With the song “Brumm Brumm,” the campaign “If you have good car insurance, you have good car insurance” becomes a catchy tune – staged regionally, accompanied by audio, posters, social media and a music video. ÖSA sticks in your ears, stays in your head and becomes the talk of town.
The Jury‘s Statement
In the densely contested autumn market for motor insurance, ÖSA avoids the predictable route of tariffs and discounts and instead works through cultural coding. "Brumm Brumm" ("Vroom Vroom") turns seasonal sales communication into a distinct digital brand presence: a song as the lead medium, regionally grounded, adapted appropriately for each platform and staged with visual precision. The fact that audio, social media and moving image all carry the same attitude gives the campaign strong presence and a high fit with its audience well beyond the moment of delivery.
