Brumm Brumm: KFZ Versicherung auf edgy
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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 a market that renegotiates motor insurance each year through the same price and tariff patterns, ÖSA opts for cultural presence instead of comparison logic. "Brumm Brumm" ("Vroom Vroom") turns seasonal product communication into a distinctive brand presence with regional grounding. The song carries the idea, tonality and visual world across all channels and shifts perception from an interchangeable offer to a clearly profiled sender. What defines the project is the decision to generate reach not through volume, but through recognisability and a connection to everyday regional life.
