ZUUUPERSPEED Microinsurance, the on-demand insurance for Gen Y
Changing customer perspective of insurance
Traditional insurance is regarded to be complex, costly, and requiring long-term commitment by many Gen Y. They would rather risk it than to get protected. The launch of Zurich's more affordable on-demand microinsurance was about to change the way how insurance worked. Our mission was to deploy impactful marketing strategies to shift younger people's mindsets about insurance products.
SERVICES
INDUSTRY
YEAR
2019
Changed perception
Encourage millennials to take their first step towards getting insured
Market disruption
Disrupts stereotypes in traditional insurance model
Industry-first
Set up a model that contributes to Fintech progression
It begins with understanding the product and underlying desires of Gen Y.
Activating insurance protection with a toggle
Zurich's new on-demand microinsurance products were meant to be inexpensive and easy to buy. The product line was designed to lower the bar of purchasing insurance coverage by letting customers acquire instant protection that can be activated or deactivated anytime.
The deepest desire of Gen Y: Becoming extraordinary
Superhero culture has always been part of Gen Y's life, from childhood to adulthood. With many Gen Yers being part of the workforce living a 9-5 routine today, breaking out from the ordinary has become an underlying desire (which also explains the huge success in superhero franchises for the past decade). Becoming someone living a somewhat extraordinary is a millennial dream.
Taking quick action is the new superpower
Having identified the link between Gen Y's deepest wants and the snappy nature of Zurich microinsurance products, we designed a creative narrative that positioned the protection as a superpower-like empowerment: as you activate the toggle, you are taking quick steps to put your thoughts into actions to live out your dreams.
Engineering mesmerizing interactive experiences for customers
Deepen audience's understanding of Zurich's microinsurance
Early at the product development stage, we worked with Zurich Digital team on product branding and in-app interaction design for product purchase, all of which were devised to the make microinsurance more approachable and engaging.
The sonic interaction design of ZUUUP!
To help customers quickly associate quick activation to Zurich's microinsurance, it didn't take long for us to come up with "ZUUUP!". Nicely mixing a voiced /z/ (which resembles the sound of friction produced at rapid speed) and a plosive /p/ (which has the quality of blocked air), we replicated the sound of a sudden burst of energy.
Here goes the naming for Zuuuperspeed microinsurance
With the positioning of product assigned and sonic design in place, the rest became obvious. Incorporating product features and our marketing message, Zuuuperspeed microinsurance stood out to represent the ideology of putting positive thinking into practice and through the decision of taking action, anyone could become their better (hero) self.
Highlighting the activation toggle in design
Since the activation toggle was one of the more prominent features of the product experience, instead of going for a common look, we went with a slider design accompanied by the ZUUUP sound effect. Whenever the toggle was activated, customers would hear the familiar "ZUUUP!" sound effect.
*The toggle slider interaction for product activation is patented.
Every single interaction with customers is an opportunity to invite customers to your ecosystem
Orchestrating the multi-experience marketing plan
Early at the product development stage, we worked with Zurich Digital team on product branding and in-app interaction design for product purchase, all of which were devised to the make microinsurance more approachable and engaging.
Drive awareness through the ZUUUPERSPEED microinsurance animation series
To first capture audience attention to Zurich's microinsurance products, we created an animation series introducing the concept about ZUUUPERSPEED microinsurance through stories representing real-life situation customers would come across. The stories were structured to reveal how things turned out differently when the protagonist activated the protection.
Elevate customer understanding about the product with an easy-to-follow product introductory video
Early at the product development stage, we worked with Zurich Digital team on product branding and in-app interaction design for product purchase, all of which were devised to the make microinsurance more approachable and engaging.
Centralizing all product-related information and marketing materials in one place
Featuring the animation series, step-by-step product configuration tutorial, the campaign minisite let customers explore branded and curated content for them. It served as a content hub that generated leads and converted ready-to-buy customers to download the App.
Every single interaction with customers is an opportunity to invite customers to your ecosystem
Gaining wider attention in the financial industry
Several financial institutions have approached Zurich showing their interest in the business model of Zurich's ZUUUPERSPEED Microinsurance. Further exploration plans were made to investigate how their new model could contribute to FinTech progression in Hong Kong. Food delivery companies were also keen to learn if on-demand microinsurance could play a part in ensuring safety for their delivery partners.
Credits
Don Chan / Creative Director
Mok / Art Director
Jasper Wu / Senior Copywriter
Darren Chan / Senior Front-end Developer
Results
Early at the product development stage, we worked with Zurich Digital team on product branding and in-app interaction design for product purchase, all of which were devised to the make microinsurance more approachable and engaging.
