Humour is the way in, but what you're selling is peace of mind.
The campaign reinforces the platform any emergency on your trip costs you zero, with a clear message and a promise without fine print. We used the energy of a track everyone has danced to at some point to say that going travelling should be a synonym for fun and peace of mind. It runs on TV, digital, out of home and radio in Mexico, Argentina, Brazil, Chile, Colombia and Panama.
But choosing humour wasn't just about being likeable. In a category like travel assistance, where what's at stake is peace of mind, humour lowers the guard and lets the message through: you can enjoy yourself because you're covered. Knowing that emotional trigger is what makes the idea work, more than the gag itself.
That's why we widened the universe with new scenarios and destinations, with problem and solution structures that make what the brand offers crystal clear. And something I want to highlight: the campaign was tested in several markets across the region and delivered very high recall and purchase intent scores in all of them. Humour, used well, isn't at odds with effectiveness.