Stolen Goods Shop

M&C Saatchi PR / Ageas & Back Me Up


Ageas tasked M&C Saatchi PR with the launch a new insurance brand, Back Me Up, designed to meet the needs of millennials.

The challenge? Get millennials to care about insurance.

How? Revolutionary Insurance.

Doing what no insurer would do, M&C Saatchi PR opened the UK’s first ever Stolen Goods Shop – a pop-up in Brick Lane, stocked floor to ceiling with valuable stolen possessions.

It was an overall success: with 80,000 visits to the BMU website, coverage driving a one-in-one-out queue at opening and the Shop raising thousands of pounds for charity. 


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