UBI tracks your driving habits so that the better you drive, the more you save on insurance. We realized through research and social media tracking that consumers were concerned with data safety, and they wondered what Desjardins could do with their driving data. There was a lot of negative noise, with some consumers even comparing the program to “big brother.”

Moreover, the program aims at rewarding the best drivers, not punishing the bad ones. Unfortunately, a few people got deep enough in the purchase funnel to read the fine print of the contract.

But Desjardins had one asset it could leverage to change the perception of the program: Desjardins is well-known for being a defender of its members. In a world where banking institutions make frowned-upon profits, Desjardins is a cooperative that returns all operating profits to its 5 million members.

We created friendly in-content competitions among TV stars and radio hosts. Audiences casted their votes for whom they thought would be crowned the best driver. Local TV and radio celebrities’ endorsements built credibility of the app. These celebrities have consumer trust, which triggered our desired reaction of, “If they use it, it can’t be that wrong!” The content integrations and celebrity endorsements were authentic and prevented any negative backlash, which was a threat given a subject as sensitive as data confidentiality.

A digital content strategy featuring positive car insurance experiences was also implemented on various websites. All the content was then grouped on the Ajusto blog. To stimulate Ajusto’s organic ranking in the app stores, we maximized frequency through a combination of high-impact digital formats and numerous short TV formats.

Lastly, digital closed the loop with conversion. We retargeted users of the app with a strong call to action to finalize Ajusto purchases after the 90-day trial period.

The combination of content integration and gamification addressed consumer misunderstanding of Ajusto’s data policy and shattered sales objectives.

Sales went up by 117% versus the previous year, despite a smaller advertising budget. An Ipsos study also proved that:

- Comprehension of the Ajusto program significantly went up following this campaign.

- Intention to try the app and intention to get a quote significantly increased.

- Respondents who had been exposed to the campaign had positively changed their perception of Ajusto.