Union: Mandatory Car Insurance - The Pink Squad
Wiktor Leo Burnett
SUMMARY
The Pink Squad Campaign
Brief: To launch Union as the 10th car insurance company on the mandatory car insurance market
Product: Mandatory contractual car insurance.
Challenge: How to engage people and attract their attention to the brand while being in a low involvement category in which price is the main differentiator.
The Situation: Mandatory contractual car insurance is insurance mandatory for every car owner, even though they don’t feel it offers them any direct benefit.
Insight: 95% of drivers are convinced they are responsible and that their insurance...