Union: Mandatory Car Insurance - The Pink Squad

This campaign launched Union as the 10th car insurance company on the Slovakian mandatory car insurance market.

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...

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