I discovered that they were not middle-aged men

[asikurrahmanshuvo]

My benchmarks showed that the audience for this new service would be urban people in big cities who hate traffic and prefer to use public transportation to get to work faster, for example.

So, I went to the bus terminals to talk to people who had cars but preferred to use public transport every day.

They were younger and mostly women. They were diverse list of kuwait consumer mobile number list and advocated for a better urban mobility system that did not have the car at its core. Translation: totally different from what we see in traditional car insurance communication .

So, I tried a different approach, encouraging diversity, with lots of colours, genders and sexual orientations, among others. We also talked about cycling, and how to enjoy the city by walking, for example.

The result was that our audience understood what we were selling without needing to say it: car insurance for urban people who don't use their vehicles much.

Compared to the market, we had many more women and young people as customers. No problem: we grew by 240% during the pandemic. We found a blue ocean .

Of course, I tried a lot of things. But I also studied a lot. And using a concept I learned in college, inspired by Apple, I chose the slogan ThinkDifferent to bring different people closer to a different car insurance service.

References are always important to help us plan our strategy better. Speaking of Apple, in 1984, they introduced the Macintosh to the public. This is a masterclass in how to empower diversity and I highly recommend you take a look to see that we are not just talking about something from today. 40 years ago, there were already people discussing this topic!

1984 Apple's Macintosh Commercial (HD)
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Since last year, I am the Head of Content at Rock Content. As we are a global company with over 400 Rockers in 20 countries (which means 20 different country cultures plus 400 people), diversity for us is a necessity, not just a desire.