The work
Prove impossible wrong
- Client
- AG Insurance
- Industry
- Insurance
- Date
- November 2024
About AG Insurance
Insurance is sold on what could go wrong. We built a platform on what people manage to pull off anyway.
AG is Belgium's largest insurer, which is exactly the problem: size reads as distance. The brand needed a role that was bigger than compensation, and a way of talking that a 24-year-old and a 64-year-old would both recognise as addressed to them.
The challenge we take on
A category that sells fear, to a country that is tired of being sold fear.
Every competitor was running the same risk-and-reassurance script. Category trust scores were flat across the board. The route out was to stop insuring against failure and start backing the attempt — which meant proving it with real people before claiming it in a headline.
The platform
Impossible is a forecast, not a verdict.
We anchored the brand to the moment before someone tries anyway — the business that opens, the house that gets bought, the comeback that nobody rated. AG's role shifted from paying out afterwards to making the attempt survivable.
The proof
Backed by people who had already done it.
Instead of casting actors we built the campaign from documented Belgian stories, each verified before it ran. That constraint slowed production down and made the work considerably harder to argue with.
KPI
Performance snapshot
+27%
Brand consideration
Lift among under-35s, the segment where the brand had historically underperformed
+9pts
Trust score
Movement on the brand's tracked trust metric against a flat category average
3.4M
Reach
Belgians reached at least three times across broadcast, digital and out-of-home
+21%
Quote requests
Increase in online quote starts over the twelve weeks the platform was live