Confused.com recently
conducted a unique social burglar experiment, following research
revealing that 19% of the UK does not have any home and contents cover.
To highlight the importance of having home insurance, the price
comparison company invited members of the public to get involved with a
secretive campaign based around burglary, becoming the first comparison
website to embrace social media with such a campaign.
The first phase of the campaign began by asking more than 600 people who
entered the competition to visit a page on the Confused.com website and
state the town or city the clues in the video pointed to: www.confused.com/home-insurance/articles/win-one-of-the-UKs-....
The first three people who guessed the correct location from the clues
given were then sent a video which told them about an opportunity to
steal high value items from a vacant property in Bristol. In the video,
they were asked to travel to Bristol Temple Meads train station, where
they were met by an actor.
The competitors were then, one by one, picked up by the in-character
actor from the video in a van and taken to the location in Bristol,
where they were told to gain entry noiselessly and take what they could
find. The competitors were filmed inside the house and were left unaware
as to whether anybody would return to the house.
A video of the experience can be found at: www.youtube.com/watch?v=q7eMdQEPzNE.
The competitors included Alex from Brighton, who stated on the day that he had been burgled in the past while sleeping.
Security expert John Humphries of Defend and Protect Ltd has 17 years of
security experience. He was asked to give his professional opinion of
the contestant burglary footage and commented that Alex was surprisingly
adept, most likely because he'd been burgled.
Sharon Flaherty, head of PR and content at Confused.com said: "With this
campaign we were looking to create something immersive that
demonstrated very clearly the importance of having home insurance
and contents cover. We wanted to demonstrate that even members of the
public with no burgling experience can gain access to a house and be in
and out within minutes having stolen high value or sentimental items,
and came up with this unique way to do so.
"In order to make it as authentic as possible, the contestants knew very
little about the experience, something that was very important as we
wanted to gain the insight of a security expert who could analyse the
movements of the contestants and also give tips regarding home security.
Interestingly, John Humphries said that the contestant who had been
burgled was perhaps more at home in this experiment, as its clear that
he now understands just what a burglar is looking for and where. I only
hope those watching this don’t have to experience a burglary just to
appreciate how devastating it can be."
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