Friday, an insurance brand, has an unusual and fun USP: instead of calculating insurance rates like other providers, customers can pay for their insurance solely based on the number of kilometers they drive. Our challenge was to bring this USP to life in the form of a new campaign, brand promise, and refreshed look and feel. Our main insight came from the fact that when consumers purchase insurance, it’s usually a boring and anxiety filled moment. Who wants to think ahead to all the bad things that will happen to them in the future? Not us. So we came up with a new claim, Drive Happy, with the idea that when drivers know they are in good hands, they can drive happy. When they know they are saving money by paying per kilometer, they drive happy. This concept was then translated into tv, film, print and radio. And since then, overall happiness while driving has, unsurprisingly, increased exponentially.