the brief

Mahfuz is Telenor's digital insurance marketplace on the My Telenor App. It brings different insurance products into one place, from health and mobile insurance to income and accidental life cover.

The challenge was simple. Get people to actually notice it.

The communication needed to build awareness around Mahfuz, get people exploring the different products, and ultimately drive them towards subscribing through the app.

the approach

Insurance can be a pretty dry thing to advertise.

The challenge was to make Mahfuz feel simple, approachable, and on-brand, while still communicating the product benefits clearly.

I focused on creating KVs that could grab attention quickly, make the key information easy to understand, and build awareness around the different insurance options available through Mahfuz.

The idea was to keep the communication clear and engaging, while staying consistent with the Mahfuz and Telenor visual language.

what i did

This was a solo project. I worked on the creative direction, copy, and KV concepts across the different insurance products.

The work included developing different headline and copy routes, figuring out the visual treatment for each product, and turning the product benefits into something that could work as a quick, attention-grabbing communication.

For example, the Mobile Insurance direction used the phone as the hero and focused on theft and screen damage protection. For Income Insurance, the visual direction moved towards family and financial security, with the family and protection elements doing most of the storytelling.

the kvs

The final set brought the different products together under Mahfuz while giving each one its own visual treatment.