When you’re 18 you have big plans and high hopes, but you don’t yet know your destiny.
We worked with Finnish insurance company If, to create a new product that promises you good fortune, even if you take big risks!
To launch a new insurance product targeted at 18-26-year-olds which is easy to approach, easy to purchase, and puts the customer at the centre of everything.
What did we do?
Unlike Miss Fortune, the star of the If You campaign, we’re not clairvoyant. To be better prepared for what happened next,we put together an Internet panel of 200 students, and asked them 20 questions on their media usage and purchasing patterns.
Just like politics, banks and other grown-up stuff, we found young folks often inherit insurance providers from parents. We called the product If You, and set out to make new customers masters of their own destiny and empower them to make a choice.
Your future. Your decision.
We took If You out of the standard web store, onto a unique integrated campaign site and purchase platform. This bold move, endorsed by our customer, gave a fresh visual identity to a trusted provider. On If You, you can have your fortune told, price your policy by answering three easy questions, and click to buy.
Miss Fortune speaks
All-seeing crystal ball gazer Miss Fortune, tells you your destiny. Using her supernatural powers she reveals your future – and several Facebook friends! Our viral psychic gave the campaign a cost efficient, peer-to-peer spreading mechanism as well as a firm focus on you and what lies ahead.
We believe you make your own good luck, so nothing for If You was left to chance. The media efficiency built-in to the campaign saw to it that just a few days after the launch, Miss Fortune had reached more than 70,000 young Finns. We see a bright future (and a tall dark stranger) for this product.