When launching its redesigned mobile application, Generali Investments sought to bring investing closer to people who still approach it with hesitation. The most common concerns include a lack of knowledge, insufficient funds, and the perception that investing is too risky. Younger users often add another reason: they simply prefer not to visit a branch office.

The campaign “No More Excuses” addressed these concerns directly and guided users toward downloading the redesigned mobile application.

When excuses become the starting point of communication

The strategy was based on a simple insight: instead of emphasizing the app’s functionality, the campaign placed users’ doubts at the centre and directly connected them to a solution. Each excuse became both the starting point for conversation and an opportunity for interaction.
The campaign objectives were to:
• Increase interest in downloading the redesigned app
• Reduce psychological barriers to making a first investment decision
• Actively engage younger users directly at the ad level
The slogan “No More Excuses” connected all formats and served as a clear and consistent campaign thread.

A multichannel strategy with clearly defined roles for each format

The digital campaign ran from November 3 to December 9, 2025, combining direct placements on editorial websites, advanced interactive formats (poll and scratch ads), and standard display and video formats.
Interactive formats engaged users directly within the ad itself. Poll ads allowed users to select their reason for delaying investment and instantly receive a response. The scratch format removed the “excuse” through a simple swipe gesture, encouraging active participation. Video and dynamic formats portrayed everyday situations with highlighted concerns that visually dissolved within the ad.
Each format had a specific role: from building reach to driving concrete engagement and interest in downloading the app.

Results beyond expectations

The campaign exceeded its planned KPIs by approximately 45%.

Interactive formats delivered particularly strong results:
• Poll ads generated around 50% more clicks than planned
• More than one in ten users who saw the scratch ad completed the interaction with a click
• The video format on mobile devices achieved several times the average click-through rate of comparable formats

The most important business impact, however, was clear: 74% of all measured interest in downloading the app during the campaign period came directly from advertising activities.

“At Generali Investments, we aim to make investing accessible even to those who are only beginning to consider it. With the ‘No More Excuses’ campaign, we addressed the most common concerns and showed that entering the world of investing can be simple, digital, and supported by experts. We are pleased that the campaign, supported by iPROM’s thoughtful digital strategy, generated measurable interest in downloading the app,” said Mojca Marija Pregelj, Marketing Director at Generali Investments.

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