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Companies that utilize a digital sales channel, like the direct insurer Asstel, not only need a high profile but also a good Google ranking. However, insurance is not the most fascinating topic out there. We therefore created a viral campaign that tackled the tedious topic from a more entertaining perspective: what if "Die Hard" hero John McClane was a client of Asstel? How much damage can one man cause within 98 minutes of cinema? These questions provided our target group with a humorous backdrop for reflecting on the serious topic of insurance.