Got You Covered

An immersive, visual exploration of the everyday hurdles posed by financial insecurity.

Got You Covered, a collaboration with Ally, addresses the pervasive issue of financial insecurity through an engaging, interactive visual story. Readers trace a day in the life of Alex, a composite character embodying the financial challenges confronting countless young Americans. Through an adventurous visual narrative, users navigate Alex’s day, encountering seemingly mundane situations that illuminate the difficulty of life on a tight budget—and the ever present threat of spending beyond one’s means.

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The Story

Shaping the Narrative

Got You Covered opens with a stark reminder: a 2021 report revealed that American banks accrued $11 billion in fees, disproportionately burdening low-income households. This reality frames our narrative, which both acknowledges the sometimes-adversarial role of financial institutions and explores the possibilities for a more supportive financial system. Indeed, Got You Covered aims to illuminate pathways toward economic fairness and empowerment.

Character Design

Crafting the
Protagonist

Alex may be fictional, but she wasn’t invented out of thin air. She is informed by meticulous research into modern financial burdens for the millions of young adults whose lives were impacted by the pandemic. This research is incorporated to illuminate broader economic and social trends like rising inflation and increasing rent, which intensify Alex’s daily financial struggles. These integrated insights highlight that Alex’s experiences are not isolated but indicative of broader systemic issues affecting young adults nationwide.

User Experience

Embracing Gamification

Designed to captivate and connect with young adults, Got You Covered adopts a vibrant aesthetic filled with rich, saturated colors that bring the story to life. The story’s urban setting—New York City—reflects the reality of many young adults navigating financial challenges in a bustling city environment.

The gamified design is central to its storytelling impact. The story was brought to life through dynamic UI elements such as side-scrolling navigation and interactive pop-ups, making the narrative not only informative but also emotionally resonant and engaging for users. This immersive experience encourages deeper connection and understanding, drawing the audience into Alex’s world and her financial realities.

Got You Covered — UI/UX

*Got You Covered* — animated illustrations brought the journey to life

Results

Fostering Genuine
Engagement

Got You Covered not only earned recognition as a Best Product Launch Campaign Finalist at the 2023 Digiday Awards, but also resonated deeply with our target audience. The campaign yielded the highest brand-lift results in multiple years, and consistently outperformed all engagement benchmarks, including completion rate, our highest priority metric. These accomplishments highlight the campaign’s success in not only informing readers but also in cultivating a profound understanding among its audience.