McXtra

Strategy & Design

McXtra is an insurer-agnostic platform that empowers organisations and their employees by digitizing group mediclaim policies and providing geo-location based real-time emergency assistance. We conceptualised a digital strategy to drive awareness, build a strong online community and push the reach and engagement, with the primary objective of driving app installations. The main challenge with creating online engagement for this brand was that not many users are receptive to content surrounding insurance. To combat this, we used a mix-media plan including LinkedIn and Facebook to target the right audience. To ensure that the rather technical design language was appealing to the target group, we created interactive motion content and explainer videos.

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