Travel insurance is an interesting product. You don't think about it until you need it. Additionally in many countries where your health insurance does not travel with you it is a necessity.
To test new markets and methods of selling we created a pilot for selling insurance at the point of departure. This particular test was conducted in New Zealand for departing travelers.
The idea was to create a visually compelling kiosk that would encourage travelers to learn more about travel insurance, get a quote and ultimatly buy it on the spot.
To achieve this we create a Kraken character that was attacking the kiosk and illustrating that truly anything could happen, so it's best to be prepared. We chose the absurdest approach of the Kraken to communicate the concept but not be too dark or alarmist.
The pilot program was a success and was celebrated for both its creative approach and innovative merchandising.