Description:

Generation Z love their stuff. Finding stuff, buying stuff, tracking stuff, unboxing stuff, and sharing stuff on social media. But despite spending money on big things, less than half of them were getting that stuff insured. Without contents insurance, they risked not being able to replace it all if it was lost, broken or stolen. State wanted to make sure Gen Z had their stuff protected. So we made insuring their stuff as easy as posting about it.

We wanted to target a new generation of (Gen Z) New Zealanders. The problem was, they weren’t interested in insurance. Quantitative research highlighted their lack of insurance literacy, and apathy about the category. It wasn’t that they didn’t have stuff to protect. They were proud of their tech, their hobbies and their hauls, and almost all of them showed it off on social media. So instead of trying to take their eyes off their social feeds and onto an ad about contents insurance they didn’t want to see, we enabled them to turn their feeds into quotes. No ads necessary. Tally My Post uses multi-pass cloud vision machine learning technology to analyze a social post image, recognise the contents within it, cross reference those contents against claims data, and generate a quote to insure them.

Social media is full of slick, polished brands. So when an ad from an insurance company pops up in their social feeds, it’s easy to spot it, and swipe it away immediately. We just needed a trojan horse. Something that didn’t look like an ad. That's where State's playful identity came in handy. We crafted the experience using their colourful, graphic assets, and paired it with whimsical character illustrations that appealed to diverse audiences.

It’s incredibly challenging to get Gen Z to engage with insurance. Mention it to anyone under 25 and the blank stares and eye rolls come fast. But with Tally my Post, the average user spent over five minutes engaging in the insurance process by adding up the value of their stuff. The tool linked directly to the online purchase journey, and we saw immediate results – a 7% increase in new contents policies during the campaign period.