I love examples of insurance marketing that make me smile. The visual concept in the ambient marketing example above does just that. The bowling alley installation was created awhile ago by German agency Jung von Matt for German health insurance company KarstadtQuelle (now branded as Ergo Direct Insurance, the primary insurance unit of Munich RE). It is selling KarstadtQuelle's insurance coverage for dental implants. Come on... you're smiling right? This ambient installation is brilliant because it works on so many levels:
- It features an effective visual concept. Bowling pins representing vulnerable teeth... works for me.
- It is interactive. In addition to the strong visual concept, the installation is also interactive. Every time a ball is rolled down the alley, the insurance company's message is powerfully reinforced: Teeth are vulnerable and it is very noticeable if some are missing.
- It engages the consumer for an enviable amount of time. I estimate that it takes an individual 15 minutes to complete a game of bowling. Multiply that times four or more bowlers on a team on in a league and you've got 30-60 minutes with all eyes focused on your message.
- It effectively reaches the target demographic group. I am assuming the marketing message is targeted at adults ages 45 and older. That seems to be a group that might be out bowling. (Though I know plenty of kids and young adults bowl as well.)