AKKO Campaign

Creative Brief: AKKO Device Insurance

https://www.getakko.com/phone-protection-

plans?utm_source=direct&utm_medium=website_menu&utm_campaign=PhoneOnly

BRAND STORY: AKKO is a device protection service that offers affordable insurance coverage for phones, laptops, tablets,

and a wide range of personal electronics and belongings against accidental damage, theft, loss, and mechanical

breakdowns. Top-rated on Google and TrustPilot by happy customers. #1 ranked by GadgetReview.com (over AppleCare,

Geek Squad, and SquareTrade).

PRODUCT OVERVIEW: AKKO offers low deductibles ranging from $29 to $99. They offer plans that cover just your phone or

all the devices in the home. They cover incidents that traditional home and renters insurance typically don't, such as

accidental damage from drops and spills, with far lower deductibles.

OBJECTIVE: Drive consideration and sign-ups for AKKO device insurance among budget-conscious young adults by making

device protection feel essential, accessible, and relevant to their daily lives.

TARGET AUDIENCE: Primary: Young adults, ages 18-25

DEMOGRAPHICS/PSYCHOGRAPHICS:

• Students, early-career professionals, and gig workers

• Living on tight budgets with limited disposable income

• Cannot easily afford $800-$1,200+ device replacement costs

• Digital natives who have never known life without smartphones

• Heavy daily device users (6+ hours screen time)

• Their phone is their lifeline: communication, entertainment, work, banking, social connection, navigation,

identity

• Experience genuine anxiety about device loss or damage

SINGLE MOST COMPELLING MESSAGE/INSIGHT: When your device is gone, your world is gone.

Your phone isn't a possession; it's an extension of yourself. It holds your memories, relationships, routines, money, and

identity. The thought of being without it, even for a day, feels paralyzing. Yet most live one mistake away from disaster,

with no financial safety net to fall back on.

Force the audience to imagine—really imagine—their life without their device. Not in an abstract "that would suck" way,

but in a concrete, uncomfortable, "oh god, I literally couldn't function" way. Then introduce AKKO as the small price to pay

to never live that nightmare.

TONE & STYLE: Confident, protective, reassuring, always in your corner. The friend who's got your back no matter what—

not worried or anxious, but steady and reliable when life gets chaotic. The backup plan that lets you live fearlessly.

MANDATORIES: All final ad campaigns must have an insightful big idea that influences all executions. It should not be a one-

off thought that doesn't lead to multiple executions.

All three+ executions need to have a consistent design look and feel. The executions need to work together as a campaign;

they should NOT feel like three different executions.

All executions need to include:

• Headline + visual, headline only, or visual only.

• Minimum of three to four lines of body copy

• AKKO logo and brand colors.

• A call to action (can be part of the body copy or separate from it).