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Campaign type

_ Success at failing prevents failing at success._



Young people and insurance companies tend to ignore each other.
One finds the other boring, the other thinks the first one is a liability. They both have a point. But Ethias decided to try to be less boring and see the failure of young people as part of the road to success…

So they decided to encouraged them to fail even more. Launching the #failbetter platform full of valuable fail advice and content such as reactions to popular ‘fail videos’ by Ethias experts, fail classes with famous ‘failures’ such as Ian Thomas, on Twitch gaming influencers encouraged people to fail in games to earn a discount and we even invited young people to help create new products. Making our fail campaign a great success.