InShared has launched a World Cup acquisition campaign offering new home contents insurance customers complimentary cover for the duration of the tournament.
The offer, called Home Celebration Insurance and created with United Playgrounds, is built around a promotional code, making it directly trackable and turning a topical cultural moment into a measurable acquisition channel rather than a brand awareness exercise.
The campaign, created by agency Fitzroy, is grounded in behavioural research rather than just tournament timing.
The creative idea ties directly to a real behavioural insight rather than an invented scenario, giving the offer a credible commercial rationale beyond just topical timing.
A survey of 400 Dutch consumers found that more than 80% plan to watch the World Cup from their living rooms, with dedicated supporters five times more likely to cause accidental damage at home than relaxed viewers, and younger fans ten times more likely than those in their fifties.
Willem Lems, CMO of InShared, said the offer reflects “exactly what InShared is here for.”
The campaign reflects a broader shift among insurers toward using major sporting and cultural events to create timely, trackable acquisition offers rather than relying on generic seasonal promotions.