Description

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 “Awkward-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

Credits

Ingosstrakh (Client)

Director of Communications: Alina Poroshina
Head of External Communications: Denis Zhadaev
New Media & Social Media Manager: Anastasia Kondratenko
New Media & Social Media Manager: Polina Novoselova
Public Relations Manager: Roman Korotenin


Mamba (Client)
Marketing Director: Olga Morozova
Creative Director: Vasily Azarov
Press Secretary: Natalya Krasilnikova
Head of Design Department: Yulia Elizarova
Illustrator: Yulia Samarina



Panda Digital (Creative Agency)

CEO & Creative Director: Andrey Parshenin
Editor-in-Chief: Daria Ponomareva
Account Group Head: Anastasia Verbovataya, Daria Pleshanova
Senior Designer: Oksana Tkachenko, Maria Voronova
Head of Community Management: Ruslan Poryadny
Project Manager: Armen Mirzakhanyan, Yulia Kuprikova
Editor: Anastasia Cheshirskaya
Copywriter: Akim Lyakhov, Olga Kuzmina
Designer: Maria Tishchenko, Anastasia Aldokhina
Community Manager: Maria Malechkina, Yulia Lukyanova, Alena Stankevich, Alexander Ulyanov, Evgeny Bogatov
Senior Social Listening Specialist: Roman Filatov
Media Planning: Daniil Epifanov, Liya Kayupova