I'm a sucker for simple PR ideas brilliantly executed, and if the idea is a creative one, if it's bold and daring but still strategically sound, then so much the better.
But every now and then you get a campaign that not only ticks all the above boxes but then takes the concept of 'bold' - sticks it in an innovation blender and out pops something that really is uniquely 'crazy-sexy-cool'.
Let's face it, most major brands and organisations are pretty conservative and for whom the definition of 'bold' means a slight change in the PMS colour of their logo.
All of which puts this campaign for Slovakia's Union Insurance into a box marked 'Extra Special'.
It cut through with the public and media alike and generated tremendous buzz which, for a low interest product such as insurance, is no mean feat.
The Brief: To launch Union Insurance as the tenth car insurance company on the market of mandatory car insurance.
The Challenge: Engage people and attract their attention towards the brand while being in a low involvement category in which the price of the product is the main differentiator.
The Execution: First part of the campaign was the creation of a 'secret organization' that took justice on the roads into its own hands - the 'The Pink Squad' was a movement against irresponsibility on the road. Within no time The Pink Squad and its actions became known nationwide; it was at this point the organization was connected with Union Insurance and its products.
Oh, by the way, this PR campaign was devised by an ad agency - WiktorLeoBurnett.
BELOW: Case study featuring results from The Pink Squad campaign - click to enlarge.