The archive · Marketing & Growth · Marketing decision · 2025
easypaisa insures the workers who install its billboards — Dubai Lynx 2025 Grand Prix
easypaisa gave the workers who install its billboards free medical and life insurance, turning each ad into a policy — Dubai Lynx 2025 Healthcare Grand Prix.
easypaisa
What it had to solve
easypaisa, Pakistan's leading digital financial platform, wanted to raise awareness of its lesser-known insurance products — a category people experience as dry and functional. Meanwhile, the country's outdoor advertising industry left billboard installers without basic safety gear or health coverage.
How it works
For decades, Pakistan's booming outdoor advertising industry did not protect the labourers who install its billboards — workers climb structures at night in extreme weather, often with no safety equipment and no health coverage. easypaisa, Pakistan's leading digital financial platform, wanted to promote insurance, a product people tend to experience as dry and functional.
With IMPACT BBDO and BBDO Pakistan, the brand drew the line between its message and its own operations. 'Insured Billboards' gave every worker who installs easypaisa's outdoor advertising a year of medical and life insurance plus international-standard safety gear, and the brand committed to only working with OOH suppliers who protect their workers.
The campaign turned the contradiction — ads about safety installed by unprotected people — into the point. The billboard stopped being just a communication surface and became the product demo: the insurance the brand sells was demonstrated by the people who build the ads. Major brands in Pakistan publicly committed to worker safety.
The work won the Healthcare Grand Prix at Dubai Lynx 2025. Reported outcomes include more than 3,000 workers insured, around US$8 million in earned media and 1.4 million insurance policies sold, with the model starting to spread to other companies such as Unilever.
Why it lands
- It made the product tangible: instead of describing insurance, the brand gave it to the people most at risk in its own supply chain.
- The insight came from the industry's own blind spot — a contradiction everyone in advertising had ignored for decades.
- Making worker protection a condition of every OOH buy turned the change structural, not a one-off stunt.
- The earned conversation and industry commitments spread the model beyond the brand itself.
What it did
The campaign won the Healthcare Grand Prix at Dubai Lynx 2025, sparked an industry conversation on worker safety and drew pledges from other major brands. Reported results include more than 3,000 workers insured, about US$8 million in earned media and 1.4 million insurance policies sold.
What you can take
The most convincing demo of a product is to use it on the medium itself: by insuring the people who put up its ads, easypaisa made 'insurance protects you' something its own supply chain proved.
Since then
After the January 2025 launch, easypaisa's marketing leadership said the commitment now applies to every OOH campaign the brand runs. The campaign won the Healthcare Grand Prix at Dubai Lynx 2025, prompted positive sentiment and pledges from major brands in Pakistan, and, according to trade press, the insured-billboard model began spreading to other companies, including Unilever.
Sources
- easypaisa Redefines Outdoor Advertising by Insuring Billboard Installers
- Easypaisa Sets a New Safety Standard for OOH
- Campañas publicitarias que convierten operaciones cotidianas en mecanismos de ayuda
- All the 2025 Dubai Lynx Awards
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