Let’s face it: the travel insurance industry loves a good tragedy. Brands basically wait for you to panic-Google and pay a fortune for that desperate click. We decided to flip the script. Instead of bleeding money to sell fear at the last minute, we hijacked the traveler's dreaming phase. We stopped competing for desperation and started selling safety wrapped in hyper-contextual irony.
The OOH is the bait; GU.IA is the hook. Activated via QR code, this free AI travel assistant builds your custom itinerary, politely predicts your trip's potential disasters, and instantly drops an insurance quote on your screen. Low CAC, high conversion, zero friction.
To scale the guerrilla strategy into paid media, the world became a travel warning system.
• money note
• ski warning
• beach
• airport
• fake taxi
• exchange house
• tourist trap
• money note
• ski warning
• beach
• airport
• fake taxi
• exchange house
• tourist trap
The guerrilla activation hooked them, but we needed to own the entire journey. To back it up, we launched a 360 brand campaign with a new positioning: "Every great trip starts before the 'bon voyage'." We mapped out the hilariously real profiles of Brazilian travelers to show that, no matter the hassle, Europ has them covered.
To bring the strategy to life, we created 4 caricatured traveler archetypes. From "The Clueless Adventurer" to "The Like Hunter", these profiles mirror the hilariously chaotic reality of tourists, proving that no matter your travel style, Europ Assistance has you covered.
THE TRIP BEFORE THE TRIP - Europ Assistance
Advertising Agency: Newton Inteligência Digital
Creative Art Director/KeyVisual/AI Craft: Lucas Miguel Mateos
Copywriters: Filipe Nerio and Lucas Miguel Mateos
ECD: Filipe Nerio
Creative Art Director/KeyVisual/AI Craft: Lucas Miguel Mateos
Copywriters: Filipe Nerio and Lucas Miguel Mateos
ECD: Filipe Nerio
