[Dream Theater: Insurance Gen Z Pop-up] Making Insurance Feel Like a Dream (Literally) Insurance ...[Dream Theater: Insurance Gen Z Pop-up] Making Insurance Feel Like a Dream (Literally) Insurance ...
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승현 이
• Nov 17
[Dream Theater: Insurance Gen Z Pop-up]
Making Insurance Feel Like a Dream (Literally)
Insurance isn’t the easiest category to make lovable — especially for Gen Z. With “Dream Theater,” I joined an insurance brand’s journey to rethink how they show up to younger audiences through an experiential pop-up.
Instead of pushing products, we built an immersive space around dreams, goals, and “future me” moments. My role focused on the strategy and storytelling side: understanding Gen Z behavior, mapping the customer journey in the space, and making sure every touchpoint — from leaflets to digital signage — felt cohesive and emotionally grounded.
The result?
A pop-up that drew consistent foot traffic, triggered social conversations, and was later featured as a standout case of Gen Z-focused brand activation.
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