Driving is fun in the UAE. But the process of buying car insurance IS NOT.
Because of…
Though there were so many insurance aggregators in the market, no one was addressing these pain points.
And with no real differentiation, even the communication looked…
In came Shory - a real game changer and…
This offering was beautifully encapsulated in the tagline.
It cleverly acknowledged the pain that came with buying car insurance and reinforced Shory’s intent to change the status quo.
To complement this approach, the brand took an illustrative approach.
With a design language consisting of a 3-color palette, we curated stylized illustrations that were minimal, quirky and inspired by pop culture, current events and the UAE itself.
We launched the brand with two videos – the first one introduced Shory and showcased its brand values…
while the second demonstrated just how simple it was to get a policy instantly on Shory.
This was followed by youtube bumpers that targeted users based on their search keyword behaviour.
Then we flooded social media with our illustrations that cleverly linked our USPs by drawing a parallel
with aspects of the UAE that people would easily resonate with.
We also experimented with the platform formats to create some interesting social content.
We went further by developing platform-specific content, for Linkedin and Spotify for example…
The key RTBs were reinforced time and again through paid media
We took the brand outdoor by contextualizing our messages as per the locations of the outdoor sites.
We also used the interesting touch point of Karak teacups to speak directly to UAE locals.
We targeted the expat population with ads based on their interests…
Finally, we bombarded social media with reels that kept reminding customers about our USPs
The impact was as instant as the speed of getting a policy on Shory.
Within a few months, the brand had over 5000 followers while standing out amidst the established players in the category
and biting a significant chunk of the insurance pie.
