Sovereign "nudges" its way to health-insurance success

Sovereign, an insurance company in New Zealand, successfully launched a product that "nudged" consumers towards adopting healthier habits while enhancing its own position in the category.

Faced with the challenge of growing a client's share of New Zealand's health-insurance market, agency Chemistry Interaction decided to build a campaign around encouraging behavior that makes it less likely people will actually use the product.

This seemingly...

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