In Argentina, people are reluctant to use their devices in the street because they are afraid to draw the attention of thieves. There´s a constant fear of thieves robbing these type of devices, generating a permanent ambiguity between the desire of showing your newest device and the fear of using it.

Galicia Insurances launched a portable devices coverage (cell phones, tablets, cameras and notebooks) to enhance their product portfolio. Our objective was to create a communication that, not only, builds the brand but its positioning as well and to excel competitors through innovation and by providing a real solution to the issue.

People’s confidence was restored when their devices where immediately replaced, thus they could put at ease the conflict between desire and fear.