Pet passions: Insurance close to your heart

Stockholm – Swedish insurance company Folksam has come up with a fun way to engage with its customers, an emotional barometer designed to convey the feelings of the country.

When they visit the Känslo Barometern webpage, participants are asked to think about a possession that is closest to their heart. They then answer 20 questions, such as ‘Is it cold?’, ‘A cat’ or ‘Can you jump on it?’.

When their passion is uncovered, a visualisation shows the breakdown for different parts of the country. Whereas a cat tops the list in the south, a dog heads the list in the north. The idea is that good insurance will put people in a calmer frame of mind.

For more on how brands can visualise complex information in new, aesthetically pleasing and meaningful ways, read our Infosthetics micro trend.