Polish insurance firm PZU is hoping to teach kids about how insurance works with a program in which it will insure a child's favorite toy.
The campaign, devised by DDB & Tribal Warsaw, will see PZU agents visit the parents' house and ask the child to draw a picture of their toy on a special certificate. The toy is then insured for six months and if it's broken, the company will fix it. If it's lost or beyond repair, they'll send the child a voucher to replace it.
The program, which will run to the end of the year, aims to educate both kids and adult Poles about insurance and is the start of a series of activities by the brand to underline its importance. In Poland, only about 30% of people insure their house, compared to 90% in Germany for instance. Although we tend to be in the camp that believes kids should be kids and not have to worry about things like insurance, it's a canny marketing move for mom and dad -- because how guilty will those parents feel when the six months' insurance runs out and the toy gets lost?
This is another interesting kid-targeted move that puts them in grown-up shoes. Previously, we saw Mattel team up with rental car agency Europcar to let kids "borrow" toy wheels, while Toyota created an app that allowed kids to be backseat drivers.