belairdirect - Mystery Fridge

In a category where consideration and lead generation are critical, belairdirect was increasingly concerned that the market wasn't sufficiently associating the brand with home insurance, directly impacting sales. We wondered, how we could stimulate conversation around the brand and its home insurance offering.

In Quebec, Canadian province with the highest proportion of renters, July 1st Moving Day presented a natural opportunity to insert the brand. The challenge, however, was to reach and engage the audience of renters, who are mostly young adults and who are less receptive to traditional paid media. Interviews and social listening revealed that young adults in Quebec, even those not moving, face significant stress and challenges on Moving Day, making it an ideal moment to showcase belairdirect's simplified home insurance solution.

“The Mystery Fridge” juxtaposed moving-day chaos with belairdirect’s ease, bringing the brand promise to life while driving unprecedented engagement and sparking conversation across the province. The campaign earned 6.5M media impressions, nearly 1M organic social impressions, and delivered strong business results: consideration rose from 17% to 26%, home insurance quotes grew 20%, and sales increased 16% year-over-year.

Strategy Awards - Bronze, Social/Conversational Strategy

Marketing Awards - Gold, Experiential/Special Events/Stunts; Gold, Ambient Advertising