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INSURANCE CORPORATION OF BRITISH COLUMBIA

Car theft rates in Vancouver had risen 9% in 2001, and 2002 was looking even worse when the Insurance Corporation of British Columbia (ICBC) decided to team up with the Vancouver Police on an innovative pre-emptive program. Bait Cars planted in high-theft areas were outfitted to catch thieves in the act, including a silent alarm, tape recorders and a global positioning system.

In print and outdoor, car-sized traps brought the concept of the Bait Car to life, as did the blunt tagline: "Bait cars. Steal one. Go to jail." Radio spots mimicked a police officer speaking directly over a car radio. A targeted media buy saw ads go up in shady bars and back alleys. The police noted that recovered vehicles were most often tuned into the local hip-hop radio station, so it became the lead station on the media buy.

Car theft plummeted 30%. Two months after the advertising was out of market, the rate began creeping up again. The campaign was quickly reinstated and auto crime dropped immediately.

Print and Out Of Home

Giant Mousetrap	Lot
Meter	Garage
Guerilla	Briefly
Breaking Out	Plants
Mom's Cooking

Radio

GPS	Locked
Sirens	Smile