Video presentation
Brand and Marketing Forum
La Segunda, an Argentinian cooperative insurer, has implemented a dynamic strategy to build resilience and relevance with Generation Z by focusing on authentic engagement and continuous adaptation. The company’s approach is rooted in thorough market research to understand the unique motivations and behaviours of younger audiences, revealing a need for greater awareness and accessibility in insurance.
By engaging with young people through music festivals, streaming platforms, and gaming events, La Segunda creates interactive and shareable experiences that foster brand trust and visibility. The “La Segunda Wow” programme further strengthens this connection by involving young clients in co-creating and personalising products and services. These efforts have led to measurable success, including increased brand awareness, top rankings in social media engagement, and a significant rise in e-commerce sales from younger customers, demonstrating the effectiveness of La Segunda’s strategy in connecting with the next generation.
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…
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