Campaign for American Express employees about the renovated Insurance sector, with 2 main objectives: increase awareness about the Insurance department, and sell Life, Personal Accidents, Purchase Protection, Travel Assistance, Car and Home Insurance.

A guerrilla campaign depicting situations in which an accident or something unexpected affects our daily lives. The campaign had 2 stages. The teaser portion used office elements in an impactful way, alluding to each one of the insurances with the line “You never know what could happen”.The second stage was developed under the message “You’ve never been so safe. American Express is your insurance.” (In Spanish, “safe” and “insurance” is the same word.) On launching day, after 3 days of teasers, a Flash animation started automatically on every employee’s computer simulating a system breakdown. Offices were decorated with posters and banners, and a brochure was given to the employees including the chance of winning a trip to Morocco for those who purchased insurance.

Campaign Response Rate, over 1,300 employees, was 26%.Sales Rate (total insurance sales) was 8%, including every kind of insurance.