YOU SAY YOU LOVE YOUR CAR, INSURE IT
TAPPING INTO A RIDICULOUSLY CULTURAL CONTRADICTION TO SELL BRAZIL’S LEAST LOVED (AND BOUGHT) PRODUCT
Data from Bain & Company revealed that Brazilian people
are the most emotionally attached to their cars in the world.
And yet, ask anyone who works in auto insurance and they’ll tell you a shocking stat:
70% of all cars in Brazil are uninsured. In other words: deeply loved, but totally unprotected.
That’s the cultural tension we tapped into to develop an Always-On media campaign for Justos,
tackling car insurance from a fresh, never-before-seen angle in the Brazilian market.
With a light and irreverent tone, the campaign marked the brand’s very first OOH investment.
