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Holiday insurance has always been a low interest sector. That's why insurer DKV went to surprising lengths to get people to take out a policy before they went.
What they did was team up with popular travel website Zoover.de which contains lots of holiday reviews and images. They then embedded their own images of holiday mishaps alongside the message You never know what might happen abroad! . When the image was clicked on, the user was taken straight through to a DKV microsite where they could purchase holiday insurance.
It was a surprisingly simple mechanism - with unsurprisingly successful results.
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