Awkward-date insurance

Everyone dreams of finding love. But there’s one thing nobody can escape: the risk of a truly awkward date.

To turn this universal pain point into an opportunity, we partnered with “Mamba” — the largest dating service — and created the world’s first “Anti-Cringe Date Insurance”. A bold idea built on real product benefits from both brands, designed to transform even the most failed date into something positive.

Ingosstrakh’s Mental Health program offered users support to restore emotional balance. Meanwhile, Mamba’s premium features reduced the chances of another cringe-worthy experience. Together, they formed a unique safety net for modern dating.

We launched on Valentine’s Day — the noisiest time of the year for brands. But instead of blending in, our idea broke through. It went viral overnight, sparked conversations everywhere, and won the hearts of millions.

The impact? Hundreds of earned media mentions. Over 500 real-life cringe stories shared by users. And most importantly, a fresh, modern perception of “Ingosstrakh” — no longer just an insurance company, but a brand unafraid to protect people where they least expect it.

Project period: 14.02.2025 — 28.02.2025