Case studies / bringy
Bringy · Digital car insurance app · Egypt · Oct 2021 – Jul 2022
How Bringy took app-based car insurance from unknown to 16,000+ installs
Egypt's first mobile-first car insurance app had no category, no search demand and a trust barrier at every step. We built the tracking, the funnel and the messaging from zero.
Engagement closed Jul 2022 · figures as reported at the time
16,000+App installsMeta + Google, 10 months
21,900+In-app conversionsVerification, quote requests, submissions
1.4×In-app actions per install21,900+ actions from 16,000+ installs
The case in 30 seconds
The challenge
A new concept in a paper-based industry: no category awareness, deep drop-off at ID verification and quote steps, no search demand.
What we changed
Track every in-app event, optimise for events not installs, and split messaging between trust-building and speed.
The result
16,000+ installs, 21,900+ in-app conversions, and a category the app now leads digitally.
Our diagnosis
Installs were easy. Trust was the funnel.
We modelled Install → Verification → Quote → Submission before the first ad.
- A genuinely new productQuote to policy inside the app
- Category scepticismInsurance seen as slow, bureaucratic, paper-based
- Sensitive stepsID verification inside an app
- No search demandNo established keywords
- Multi-step drop-offLosses after install, before quote
The opportunity
Firebase + Meta SDK eventsEvent-optimised biddingTrust-first messagingStage-based cost control
→A funnel that converts, not just installsBefore → After
What actually changed
BeforeAfter
BeforeOptimise for installs
AfterOptimise for app events: verification and quote requests
BeforeNo event tracking
AfterMeta SDK and Firebase tracking every meaningful action
BeforeGeneric app ads
AfterWeekly tests: pain-point angles vs benefit-led messaging
BeforeNationwide targeting
AfterUrban, digitally inclined car owners
BeforeOne bid strategy
AfterBids shifted by which action had the best downstream conversion
Growth strategy
One growth system. Four connected levers.
01 — Media
Google UAC captured high-intent search; Meta optimised for app events, not installs.
Install→Verification→Quote→Submission
Each platform judged on downstream conversion, not CPI.
02 — Creative
Speed, safety and ease, tested weekly as pain-point vs benefit angles.
Educational creative did the work the category couldn't.
03 — Funnel
Install → Verification → Quote → Submission, each stage with its own cost control.
Bidding shifted to the actions with the strongest downstream rates.
04 — Measurement
Every meaningful in-app action tracked before launch.
Drop-off points identified and reported to the product team.
Creative strategy
The creative system
The pieces that did the work, not the whole gallery.
- Format
- Pain-point video · TOF
Why it workedNamed the frustration with paper-based insurance, then showed the quote-to-policy flow on a phone.
- Format
- Benefit walkthrough · MOF
Why it workedThe full quote-to-policy flow in twenty seconds, for people who had installed but not verified.
- Format
- Trust static · BOF
Why it workedLicence, security and support facts in one frame, for users stuck at ID verification.
What we learned
01
Optimise for the action that predicts revenue.
Bidding on quote requests instead of installs cost more per install and far less per customer.
02
New categories need education before conversion.
Trust-building creative outperformed feature ads because the audience first had to believe app insurance was real.
03
Measure the drop-offs you can't fix.
Reporting verification drop-off weekly turned a media problem into a product fix.
Proof
Documented in the tools
Business impact
The business impact
As reported at the close of the engagement.
16,000+App installsOct 2021 – Jul 2022
21,900+In-app conversionsverification, quotes, submissions
1.4×In-app actions per installVerification, quote requests and bookings
1.9%CTRMeta
Client spend and revenue are confidential; figures are as reported in the campaign's own reporting for the period stated, with sensitive values in the screenshots redacted.
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