Hijack

In France, every driving vehicle must have a green sticker on its windshield to prove it’s fully insured. It’s called the “green vignette”. And displaying one on your car is not optional: it’s the law. Yet, some cars still ignore it… Actually, all cars featured in car commercials drive without their green vignette. Based on this fun fact, Lesfurets – the French counterpart for Comparethemarket – and leader of insurance comparison websites in France, came up with an idea to hack outdoor car commercials and promote its own service. The campaign is called #VIGNETTEGAME. How it works: Lesfurets bought the available media space right next to outdoor and press car commercials and pointed out the missing insurance stickers in those very ads. They also tweeted to all car manufacturers to let them know about the missing detail in their commercials, offering them a helping hand to get the right insurance policy next time. On social media, people are also invited to spot missing vignettes by themselves in car ads, using #VignetteGame in order to be rewarded. At a time when about 750.000 French people still drive illegally* without their car insurance, this campaign aims at drawing attention to this problem in a fun and light-hearted way, reminding all drivers that they can always count on Lesfurets.