Pay per you
BeRebel, an innovative start-up in the insurance sector, offers a monthly car insurance policy based on kilometres driven. It challenges the market with an affordable and flexible product, quickly gaining market share and a high customer satisfaction rate. BeRebel establishes itself as a leader in the occasional driver segment, demonstrating how innovation and convenience are the key to success in the Italian insurance landscape.
2022
Production, Strategy, Creativity
Challenge
Revolutionising the world of car insurance.
BeRebel is the first car policy that you pay according to how much you consume and with a monthly subscription that you can deactivate whenever you want.
The challenge is to create a clear and simple launch campaign that conveys the product’s idea of revolution and change.
SOLUTION
Rewriting the rules of car insurance.
Our target audience prefers solutions customised to their actual use and consumption as opposed to poorly utilised all-inclusive packages.
So being rebellious today means rewriting the rules of traditional insurance by paying on consumption. In a nutshell, pay per you.
With this concept, Caffeina has revolutionised the idea of traditional equal insurance, promoting the freedom to pay for yourself and choose a service tailored to your consumption.
Reality check: how do we WIN OUR CHALLENGE?
Almost 40% of Italians use alternative means of transport to the car to get around.
EXECUTION
The Rebel example
BeRebel rewrites the rules of car insurance and communication, choosing unconventional media to suggest to its target audience alternative means to the car.
The car policy that uses other media, like its consumers.
A launch campaign that rewrites the rules not only of car insurance but also of the media chosen to communicate it, all unconventional and rebellious compared to those used by competitors.
EXECUTION | SOCIAL
The rebels must be understood.
It was important to make ourselves understood and to be ready to answer the questions of the most curious users. We were ready, so we populated the brand’s channels with many different how to contents, which accompanied the first customers to get to know the peculiarities of the service in a simple and engaging way.
EXECUTION | SOCIAL
The rebels do not conform.
Even on LinkedIn and Twitter, where our target audience is more formal and conventional, we decided to break the mould and remain authentic. We have maintained an ironic and sometimes biting communicative register, with the aim of deepening, informing and telling BeRebel’s point of view on the world of insurance.
A rebellion that intrigued 240,000 people.
By communicating to people in places where they do not use cars and in an unconventional way, we have achieved our initial goal: to establish ourselves as a viable alternative to traditional insurance.
