STRATEGY
Various markets are undergoing a transformation worldwide. So why does the insurance world continue to do everything so similarly? Youse came to break the logic of this market. Starting with the tagline "insurance like you," which questions the practice of off-the-shelf products and puts the promise of personalization into practice.
In May 2016, opening dialogues with people based on their purpose, the company launched Seu Seguro Colabora: a business model that provides, for each policy sold, a deposit of R$1 into a bank account designated for sponsoring collaborative entrepreneurship projects in Brazil. All in partnership with Benfeitoria, one of the leading crowdfunding platforms in the country. In total, 314 projects were submitted, of which 12 were selected for implementation via matchfunding.
Next, we began producing the launch campaign based on the concept "It Can Be Different" – without spokespeople and without ready-made formulas. The company's own employees participated in the production of films and mini-documentaries in conjunction with three innovative collectives linked to technology, robotics, and fashion. Instead of filming, we called this encounter an "occupation." And what united Youse with these collectives? Collaborative values and the audacity to do things differently.
CREATION
Purpose, product, blog, user experience. Youse is all of that and much more. How do you align a brand's communication with so many initiatives without losing consistency? Through the message that # can be different. After all, who said there can't be a # that's safe for you?
The launch film, with a soundtrack created exclusively for Youse and performed by the singer Curumin, premiered during the Fantástico program on September 4th. The filming of the material was actually a collaborative effort between three collectives: Acolab (robotics and recycling), Roupa Livre (sustainable fashion), and Coletores (technology and digital street culture). Afterwards, we produced 5 mini-documentaries, in addition to the launch and product films.
The company's digital nature, being 100% online, demanded deep integration between the website, social media, and Como Oras?, the brand's blog. And that's how we defined, side-by-side with the client, what the brand's digital experience would be, taking into account the main UX attribute: putting the user at the center.
IMPLEMENTATION
60-second (launched on Fantástico), 30-second, and 15-second films covering institutional and product themes. Always supported by always-on social media management. In addition, the implementation included out-of-home media, radio, and sponsorship of the reality show X-Factor.
Get to know the Youse personality and see how we brought the brand to life in the first phase of this full-service project, which is transforming the way people interact with insurance in Brazil.
