La Segunda (Argentina) has developed a comprehensive strategy to build resilience and relevance with younger audiences, particularly Generation Z. Recognising the unique mindset and behaviours of this demographic, the company has undertaken a multi-faceted approach grounded in research, authentic engagement, and continuous adaptation.
Understanding Generation Z
La Segunda began its journey by investing in both qualitative and quantitative market research to uncover the motivations, concerns, and interests of Generation Z. The findings revealed that this cohort is hyper-rational, pragmatic, and values authenticity. They are not only consumers but also creators of content, and they expect brands to be genuine in their communications. Importantly, the research highlighted a significant insurance penetration gap among those aged 20 to 30, with many citing a lack of knowledge and perceived high costs as barriers to entry.
Strategic engagement in key territories
To address these challenges, La Segunda crafted a strategy centred on meeting young people in their worlds of engagement: music, streaming, gaming, and direct listening. The company’s goal is to earn a place in the minds of young consumers, building trust and value today to become their preferred choice tomorrow.
Music has been identified as a primary territory for enjoyment and connection. La Segunda sponsors music festivals and shows across Argentina, creating interactive experiences such as mock recording studios and creative spaces for festival-goers. These activations are designed to be useful, fun, and highly shareable, amplifying the brand’s presence through social media and influencer partnerships.
Streaming has also become a vital communication channel. The company maintains a presence on some of Argentina’s most popular streaming platforms, ensuring that its messaging reaches young audiences where they are most active.
Gaming represents another innovative avenue. La Segunda has partnered with professional e-sports teams and sponsored major gaming events, associating the brand with attributes such as agility, innovation, and technology. Interactive challenges and competitions at these events further reinforce the brand’s relevance.
Co-Creation and personalisation
A cornerstone of La Segunda’s approach is its “La Segunda Wow” programme, which targets clients aged 18 to 35. This initiative functions as an insight community, gathering feedback on services, habits, and preferences through regular surveys. The programme also includes raffles and giveaways, with the ultimate aim of co-creating and personalising products and services based on the expectations of young customers. Insights from this community have already led to the introduction of new benefits, such as pet-related rewards and the use of WhatsApp for onboarding.
Measurable outcomes
The results of these efforts are tangible. La Segunda now ranks third in top-of-mind awareness among 18 to 30-year-olds, having moved up from fourth place. The company leads in social media engagement, ranking first on platforms such as X and TikTok, and second on Instagram. Notably, 29% of e-commerce sales now come from this generation, a significant increase compared to the 10% representation in the overall customer portfolio. This demonstrates the effectiveness of the strategy in driving digital engagement and sales among younger consumers.
Continuous evolution
La Segunda’s strategy is not static. The company continues to evolve its approach, particularly in areas such as gaming and music, and is exploring opportunities for direct communication and co-creation of personalised products. The focus remains on building long-term relationships and resilience by understanding and adapting to the changing needs of Generation Z.
La Segunda’s experience illustrates the importance of research-driven insights, authentic engagement, and adaptability in building resilience with younger audiences. By meeting Generation Z on their terms and fostering genuine connections, the company is setting a benchmark for the insurance industry in engaging the next generation of customers.
