Summer Bummer Insurance

Challenge When it comes to the precious three months of Canadian summer, we have high expectations of a fun-filled summer that often fall short. Que Pasa sought to introduce a unique solution for seasonal letdowns that would help Canadians recover their summer. As the chip that connects people and brings the fun with flavour, Que Pasa sought to keep the good times rolling—even when life throws a curveball.

INSIGHTS A whopping 74% of Canadians identified that summer activities often fall short of expectations, and as of July 2024, 40% of Canadians already felt like their summer had. Que Pasa set out to lead a shift in how Canadians perceive summer letdowns – transforming those “failed” moments into opportunities for unexpected fun.

IDEA Rooted in the insight that #ChipHappens, Citizen developed a gamified experience to embrace and support Canadians through the summer. The Summer Bummer Insurance campaign gave users the chance to participate in a digital and real-world experience, transforming summer’s inevitable pitfalls into opportunities for excitement. The heart of the campaign was an interactive microsite where Canadians could submit “insurance claims” —like failed BBQs or botched campsite bookings. The campaign leveraged user-generated content, influencer partnerships, and social media to engage participants and turn their summer mishaps into brand-fueled fun.