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How Croatia Insurance rigged digital screens to salve public anxiety levels


By Awards Analyst, writer

December 6, 2022 | 4 min read

Bruketa, Zinic and Grey for Croatia Osiguranj won The Drum Awards for Out of Home 2022's winner of the Interactive category with a DOOH campaign that measures the anxiety of people on the street.


How Croatia Insurance rigged digital screens to salve public anxiety levels

The brief

It was a stressful time to be Croatian over the last three years. The country was struck by earthquakes, it ranked 8th in the world in Covid-19 deaths, and the conflict in nearby Ukraine resonated.

Research on mental health in Croatia during the pandemic and after the earthquake shows that the population has become more anxious, and the Croatians were worse off than most other Europeans. 50% of the Croatian population had noticeable levels of anxiety.

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The idea

In response, Croatia Insurance emphasized the importance of mental health support by offering free preventive check-ups and encouraging users to take care of their health by contracting Health Insurance.

To get this point across, it installed cameras in DOOH locations so an AI-based mood recognition algorithm could understand the anxiety levels of passers-by. The execution was intuitive and simple, as passers-by would walk past, the screen invited them to participate. The users would stand in front of the screen, give their consent by waiting for five and then they would be automatically measured and displayed. Instead of people watching commercials, commercials now watched them back, for a greater good – their mental health.

The results

People queued to measure their anxiety levels. 1/3 of all passers-by interacted with the ad, meaning 8% of the Croatian urban population measured their anxiety level in two flights of the activation. The average interaction with the ad was measured at 18.8 seconds, which exceeded the average dwell time around a DOOH ad by 817%. Most importantly, intent to purchase Croatia Insurance services increased by 24%, and the sales of health insurance policies in the activation period increased by 21.83% while 31,22% more physical and mental health preventive check-ups were performed in Croatia Insurance’s top clinics.

This campaign was a winner at The Drum Awards for Out of Home 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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