The insurtech Tuio has decided to approach insurance communication from an unusual terrain: music as a transparency tool. On March 10, he will release “Tus COVERturas,” an album of ten songs that transforms real home insurance coverage into complete musical pieces that will be distributed on platforms such as Spotify, Apple Music and YouTube.
Water damage becomes a ballad and civil liability is expressed in a rap
The project is based on the premise of telling exactly what the policy covers. Thus, each theme develops a specific clause. Water damage becomes a ballad; the fire and explosions take the form of reggaeton; civil liability is expressed in rap; The handyman service takes on a rumba rhythm. This musical release has also been structured with a pre-sale phase, simultaneous streaming premiere and will have physical distribution in CD format for the media.
The main song of the album features the participation of El Chojin, one of the leaders of rap in Spain, who is in the midst of promoting “Balance”, the work with which he commemorates 25 years of his career. The artist has composed the lyrics and selected the musical basis for the single, integrating the language of the insurance sector into his own creative register.
In the words of El Chojin: “There won’t be perfect coverage, but this one at least tells you what it offers honestly.” Regarding the collaboration, he adds: “Collaborating with Tuio has been exactly that, going to play. When the idea is fun and clean, it’s a pleasure to collaborate.”
The rest of the songs have been developed by independent musicians, each one associated with a genre and a specific coverage. In the production process, artificial intelligence tools have been used as creative support, which has allowed the company to develop the project with an investment adjusted to its size as a start-up, as explained in a statement.
Transparency vs. fine print
The project is also supported by a fact that the brand considers relevant: 70% of policyholders sign their policy without reading it in detail. Instead of simplifying the legal text, Tuio has chosen to convert it into consumable cultural content.
The strategy contrasts with the usual use of music in the insurance sector, where choruses usually focus on generic concepts such as protection or closeness. In this case, the content of each song is based on real coverage, detailing what each guarantee includes and in what cases it applies.
The campaign will rely on micro-influencers and El Chojin’s own cultural agenda, integrating into the conversation generated around its professional anniversary.
With “Tus COVERturas”, Tuio transfers the malpractice of small print to the realm of popular culture. The experiment places contractual transparency in an unusual format for the sector: a record that can be listened to for entertainment or as a literal explanation of what was contracted.
More info: Your COVERAGES
