Launch Union Insurance company as the 10th car insurance company on the market of mandatory car insurance.
The challenge was how to engage people and attract their attention towards the brand while being in a low involvement category in which the price of the product is the main differentiator.
In the first part of the campaign the agency created a sort of secret organization that took justice on the roads into its own hands. The Pink Squad, a movement against irresponsibility on the road. The media were offered a story of a “Vigialante”, who in his own specific way punishes irresponsibility on the streets. In the moment, when The Pink Squad and their actions became known nationwide, we connected them with Union and its products