Matmut
To reach a younger audience, Matmut decided to break with convention by entrusting its TikTok account to our agency, with a unique concept: conveying safety messages through the eyes of older people. Thanks to a humorous, authentic and offbeat tone, the brand has succeeded in making insurance more accessible whilst blending naturally into TikTok culture.
Matmut
To reach a younger audience, Matmut decided to break with convention by entrusting its TikTok account to our agency, with a unique concept: conveying safety messages through the eyes of older people. Thanks to a humorous, authentic and offbeat tone, the brand has succeeded in making insurance more accessible whilst blending naturally into TikTok culture.
The CHALLENGE
The challenge is to modernise Matmut’s image and also make insurance more accessible and appealing to younger generations, particularly on TikTok, a platform where insurers are rarely seen.
The aim was therefore to break down the clichés surrounding insurance, raise awareness of prevention without adopting an institutional tone, build a connection with audiences aged 18–24 and 25–49, and credibly align with TikTok’s cultural norms.
WHAT we've DONE
We devised a bold and distinctive creative approach by giving seniors a platform to speak directly to younger audiences.
“Young-at-heart” older characters share prevention advice with humour, authenticity and perspective.
The content follows a culture-first approach, prioritising entertainment and aligning with TikTok’s codes through a mix of humour, everyday moments and relatable insights.
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
“We firmly believe that humour and a personal touch help people understand our messages better. Thanks to our collaboration with The Source agency, we have succeeded in our aim of presenting insurance in a new light.”
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