- Client
- Universal Assistance
- Category
- Travel insurance
- Year
- 2026
- Market
- Regional campaign (14 countries, including Mexico and Argentina)
El desafío
PLAYING THE CHALLENGER BRAND
The travel insurance space is effectively a duopoly between Universal Assistance and one other player, the undisputed leadership and top-of-mind status. The mandate for Universal Assistance: aggressively drive brand awareness and consideration at scale across the entire region.
The added friction: Both the category and the brand face highly fragmented maturity life cycles across markets. We had to navigate territories with massive category relevance alongside nascent, underdeveloped regions. The goal was to engineer a unified, cross-border narrative capable of speaking directly to 14 distinct markets simultaneously, driving mass awareness regardless of local baseline penetration.
JUDO-FLIPPING THE COMPETITION
While the competition leans heavily into fear-mongering, running campaigns that warn you about every single thing that could go wrong on your trip and the massive out-of-pocket costs, we completely flipped the script. We invite travelers to actually enjoy life and their journey with a crystal-clear promise and a sticky message: if you've got Universal Assistance, any help you need on the road costs you exactly zero.
Results
