GrabMe – the Thief App #AppPerLadri
Social Edutainment Project - Generali Italia
© Generali Italia S.p.A.
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Objective
Generali Italia started a path to build a “win-win” paradigm where Company and Clients are on the
same side. The project aims at giving people elements and information to think
about simple actions that prevent negative events.
Generali Italia values the relationship audience/Client, not only the pre-contractual consultation,
managing the contract and the accident compensation, but also being a
partner which closely supports people, whether the contract exist or not.
The language is simple and coherent with the new paradigm of communication.
© Generali Italia S.p.A.
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Fase 1 – TEASER #GrabMe #AppPerLadri
The existence of GrabMe spreads online for four days. This app, dedicated to thieves, is able to identify
empty houses thanks to the information that users share online
Here you can find the interview with the app creator – darkened
face, falsified voice – which shows an algorithm that can intercept all
data shared online by everyone – photos, check-ins, tweets, posts –
geolocalising home positions and suggesting when the owner is out.
The news became viral on the web and triggered a debate.
© Generali Italia S.p.A.
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Fase 2 – REVEAL, Generali behind #GrabMe
The 16th December it was revealed: GrabMe luckily does not exist, but the risk does.
A video signed by Generali Italia reveals the truth
and a link to Gpins.it, a website containing on
true/false questions to create curiosity and reflect on
people and family protection and privacy.
Gpins.it offers users useful advices and
information on protection to be shared
within your social network.
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Gpins.it
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Gpins.it
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Value created
It is the first EDUTAINMENT initiative created in the insurance sector in a disruptive
mode.
The main objective is
to sensitize people on the protection of their own person and privacy,
helping people to reduce risks with useful advices through a new creative
and disruptive communication mode, and close to today’s users habits.
© Generali Italia S.p.A.
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Elements of innovation
Our IDEA
To use a false news item to raise awareness on the risk of sharing information online through
social networks, compromising personal and home security.
A new way of digital communication
The new way of communicating to the online community, involving bloggers and influencers, that
activated the debate.
The video became viral after few hours. With the revelation video, Generali Italia declared to be
the promoter of this initiative and presented gpins.it, a platform which provides useful information
to prevent home and private life with simple actions.
The gamification
The Gpins.it website contains true and false questions: answering users discover interesting
topics about protection, which are updated monthly.
© Generali Italia S.p.A.
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Complexity levels
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Ideation of a fake credible news item, not directly connected to Generali Italia
A fake Swedish broadcasting station (coherent language, format, anchorwoman)
Registration in Sweden of grabme.name domain to be credible if someone would try to verify
Creation of a landing page blocked by authorities when trying to connect with grabme.name
Creation of a Swedish video with subtitles uploaded on YouTube by a normal user
Creation of a YouTube profile, with content feeded in the months before the campaign launch
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Analysis of the perimeter of the project to ensure that regulations were respected
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Evaluation of the possible impact on the brand reputation
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Implementation of a crisis management process
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Coordination with traditional communication
© Generali Italia S.p.A.
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Stato del progetto e obiettivi raggiunti/previsti?
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© Generali Italia S.p.A.
More than 3MLN
impressions
More than 500k
views
More than 8k social
interactions
Thank you.
© Generali Italia S.p.A.