GasanMamo Insurance Bubble Wrap Campaign

GasanMamo Insurance, a prominent player in the insurance industry, sought to redefine its brand identity and stand out in a market where insurance is often perceived as serious, complicated, and negative. The aim was to connect with a broad audience by breaking away from the traditional tone of insurance advertising and highlighting the company’s ethos, “We’re Always There,” in a memorable and engaging way.

The Bubble Wrap campaign was conceived as a bold and humorous departure from the conventional serious, informational, or conceptual tone of insurance advertisements. The campaign aimed to demystify insurance and present it in a light-hearted manner by illustrating the absurdity of living life without insurance

1. Humorous Concept: The campaign showcased a family who, instead of using insurance, chose to bubble wrap their entire lives to protect themselves from potential mishaps. This exaggerated scenario humorously demonstrated the impracticality of avoiding insurance.
2. Brand Ethos Integration: The campaign reinforced GasanMamo’s brand promise, “We’re Always There,” by juxtaposing the cumbersome and impractical bubble wrap lifestyle with the simplicity and reliability of having insurance coverage.
3. Stage Release: The adverts were strategically released in stages, ensuring the campaign remained fresh and maintained audience interest over a prolonged period.
4. Sustainability: All plastic used in the campaign, including bubble wrap for sets, props, and actors, was responsibly recycled, aligning with environmentally conscious practices.
5. Target Audience: The campaign targeted local individuals aged 18-60, essentially anyone of insurable age, to maximize its reach and relevance.

The Bubble Wrap bolstered GasanMamo’s brand identity while setting a new benchmark in the insurance advertising industry, proving that a blend of humour, creativity, and strategic execution can effectively transform brand perception and engagement.

• Memorable Impact: It became one of the most iconic campaigns of its time, frequently referenced in industry meetings and academic lectures at institutions like the University and MCAST.
• Engagement and Recall: The humorous and relatable content resonated well with the target audience, enhancing brand recall and engagement.
• Brand Differentiation: By breaking away from the traditional serious tone of insurance ads, GasanMamo successfully positioned itself as a relatable and customer-centric brand.

Sustainable Practices: The responsible recycling of all campaign materials underscored GasanMamo’s commitment to environmental sustainability, adding an additional layer of positive brand perception.