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Ageas & Back Me Up: The Stolen Goods Shop

THE PROBLEM

Millennials aren’t interested in insurance brands or products.

THE STRATEGY

Revolutionary insurance – why behave like a traditional insurance company if millennials aren’t paying attention? Instead, be seen where other insurers wouldn’t be seen, do what they wouldn’t do and say what they wouldn’t say.

THE IDEA

The Stolen Goods Shop, Brick Lane – a pop-up shop selling unethically and ‘locally sourced’, hand-pick pocketed goods.

Shoreditch millennials, media and influencers were able to browse and buy an array of stolen goods driving home the real threat of theft. We armed people with advice from the pros – reformed criminals – on how to avoid having their stuff stolen. And we also raised money for charity!

Social Impact

3,000 people came through the shop over four days, with a queue of 50 people at 8am on Friday's opening
170,000 Julius Dein's Snapchat stories co-created by M&CSPR watched 170,000 times on launch night

Media Impact

Media Impact
24 media attendees, including reps from Mail on Sunday, The Daily Telegraph, The Sun, Metro and BBC Click
28 pieces of coverage
52M total coverage reach

Business Impact

Business Impact
80,000 website visits during this period
40% increase on normal website traffic during this period
£4,000 all profits from the Stolen Goods Shop were donated to the target audience's chosen charities: Mind, The Prince's Trust and Shelter