Gojek | Gosure Aduh! Project
Project: Illustration, Growth Experiment, Campaign Visual Design | Year: 2019
/background;
A recurring comic series created to introduce new GoSure insurance products through in app shuffle cards, using a humorous and approachable storytelling format.
/problem;
Insurance is often perceived as complex and not immediately relevant, making it difficult for users to understand and engage with the product.
/solution;
Two new types of insurance (hospital cash plan & cracked phone screen) were introduced in a friendly and creative way to make the information easier to digest, aiming to increase engagement and drive conversion.
/idea concept;
The campaign features Mas Aduh, a clumsy character with constant bad luck who is determined to impress someone he likes. His misfortunes, often painful and exaggerated for comedic effect, highlight everyday risks. Fortunately, GoSure helps protect him from unexpected costs, reinforcing the product benefit through lighthearted storytelling.
/channels;
Gojek-in app (shuffle cards & inbox)
