Guevara - Brand Development

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The challenge

To make car insurance social, adding interest to a low-interest category.  Car insurance is a low interest, low trust, low loyalty sector renowned for its lack of innovation.  So when three clever guys came to us with a truly revolutionary product we jumped at the chance to create a brand which would pique curiosities, challenge perceptions and get the world talking insurance. No big ask!

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A revolutionary product

The unique selling point of this way of insuring your car is, using principles similar to social media, it allows people to form social groups and pool their insurance online, with premiums based on their driving and not on a national average. Essentially, cutting out the middlemen and giving more power to the people.

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Solution

This small, modest act of non-compliance formed the core of our brand idea and name; Guevara.
What makes Guevara members special is not that they are reactionaries in the day-to-day, but have simply chosen to insure their car in a ground breaking way. The way all car insurance will be done in the future. They are ordinary visionaries and regular reactionaries. Put simply, it’s insurance for
EVERYDAY REBELS.

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The personality

Witty, quirky and deadpan, it was aimed at an audience who are web and social media savvy, disenchanted by the insurance status quo and part of a leading edge. This was not about a big, brash revolution, just a simple revolution in common sense. Mixing mundane life moments with the hyperbole of revolutionary language allowed us to poke fun at the industry yet reassure it’s audience of the simplicity of the product.

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No clenched fists here

We avoided all the visual clichés associated with revolution and used a bold, yet simple layout structure that combines images with alternative captions.

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Cutting out the BS

This new attitude to insurance meant that we could be more honest, candid and humorous with the messaging, with an ‘I told the truth’ button on the claims form.

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