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ICBC

Deterring car theft is a top priority for the Insurance Corporation of B.C. Why? Less car theft = fewer claims = less money spent settling claims = steady or reduced insurance premiums = everyone's happy. Young men and older cars are the most likely targets. So to raise awareness among young men, DDB created the Stolen Car Show with stolencarshow.com as the centrepiece of the campaign.

Radio, posters, and postcards designed in traditional car show style drove the target to the site where they could learn about anti-theft devices. The agency also hired a Miss Stolen Car Show, Monique, who hyped the Web site on radio and did mini-Stolen Car Shows downtown and on campuses. Blogs were created and Monique even had an MSN address. The site generated over 415,000 hits following the launch and the campaign earned a Bronze Lion.

TELEVISION

Guerilla

RADIO

Radio

PRINT

Busted	Stolen
Stripped

INTERACTIVE

Website