- Client
- Universal Assistance
- Category
- Travel insurance
- Year
- 2026
- Market
- Regional campaign (14 countries, including Mexico and Argentina)
El desafío
PLAYING THE CHALLENGER BRAND
The setup: The travel insurance space is basically a two-horse race between Universal Assistance and Assist Card, with the latter holding the undisputed #1 spot and category top-of-mind. Universal Assistance needed to aggressively scale its brand awareness and consideration across the entire region.
The extra hurdle: Both the category and the brand faced wildly different maturity levels depending on the market. We had countries where the service and the brand were already hyper-relevant, and others where they were still totally under the radar. We had to crack a master narrative capable of speaking to 14 different markets at once, driving massive brand awareness regardless of the on-the-ground reality in each specific country.
JUDO-FLIPPING THE COMPETITION
While Assist Card 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
