References are always important to help us to plan our strategy better

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So, I went to bus terminals to talk to people that had a car but preferred to use public transportation daily. I discovered that they were not middle-aged men. Also, they were younger, and most of them were women. They were diverse and defended a better urban mobility system that doesn’t have cars at its center. Translation: totally different from what we see in traditional car insurance communication. So, I tested a different approach, empowering diversity, with lots of colors, genders, and sexual orientations, among others.


Also, we talked about cycling, and how to enjoy the city by walking, for example. The result: our guatemala phone number data public understood what we were selling without the need of saying it: car insurance for urban people that don’t use their vehicles very much. Compared to the market, we had much more women and young people as customers. Not a problem: we grew 240% during the pandemic. We found a blue ocean. Of course, I tested many things. But, I also studied a lot. And using a concept that I learned in college, inspired by Apple, I chose the slogan #ThinkDifferent to bring different people to a different car insurance service.


Talking about Apple, in 1984, they introduced Macintosh to the public. This is a masterclass about how to empower diversity and I strongly recommend you to take a look to see that we are not just talking about something from today. 40 years ago, there were people already discussing this topic! 1984 Apple's Macintosh Commercial (HD) Keep the conversation going on Since last year, I’ve been the Head of Content at Rock Content. As we are a global company with more than 400 Rockers in 20 countries (which means 20 different country cultures plus 400 different personas), diversity for us is a necessity, not just a desire.