Life insurance is an old business in Brazil. And smells like it. The biggest companies started in the XIX century and remain with the same old practices and bureaucracies.
When Nubank, the largest digital bank in the world, approached us to launch its own and revolutionary life insurance, we remembered a popular Brazilian saying: “o seguro morreu de velho”. Which means the insured died of old age.
So, it was time to announce the death of the old life insurance.
*Select English subtitles by clicking on ⚙️
**All expressions are Brazilian sayings and euphemisms for “death”.
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Artwork
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Press Kit
We sent the testament of the old life insurance to the press and influencers. As heirs, they received antique office objects reborn with a new purpose.
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Social
We also asked people on IG how they would say 'o seguro morreu de velho' where they live. Then, with hundreds of expressions coming from all over Brazil, we created our social ads targeted by regions.
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Pre-Roll
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Video Case
Select English subtitles by clicking on CC.
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Results & Recognition
In just one month, all KPIs were achieved.
Awareness and consideration rates outperformed the old life insurance companies, with much smaller media investment.
More than 100,000 new clients in less than two months.
The campaign was a finalist at Effie Brazil.
