Energy Kids Insurance • Turning Kids’ Chaos at Home into the Perfect Excuse to Connect with Parents

As one of Colombia’s most beloved beverage brands, Pony Malta has long celebrated kids’ boundless energy, fueling play, movement and youthful exuberance. But all that excitement can sometimes lead to a few mishaps around the house, like cracked TV screens or broken vases, which can be stressful for parents. Together with Pony Malta, we set out to tackle a unique challenge: how could we turn these inevitable accidents into a positive brand connection, strengthening their relevance and emotional bond with families? This led us to building Energy Kids Insurance, a first-of-its-kind campaign turning everyday accidents into opportunities for support, learning and fun.

To bring this idea to life, we created a real-time help center for parents on WhatsApp. Families facing accidental household damage while their children were playing could simply contact our WhatsApp bot, submit a photo or video of the incident, and register their claim in just a few steps. Each day, the first two eligible families to register their claim were awarded a choice between two compensation options: either replacing the damaged item (up to one million Colombian pesos) or receiving a sports scholarship for children under 17. This approach gave parents the opportunity to channel their child’s energy into safer activities.

Energy Kids Insurance was grounded in powerful insights from over 10,000 conversations on Pony Malta’s platforms, which revealed parents’ need for practical, empathetic solutions to the inevitable scrapes and tumbles of raising energetic kids. The combination of precision targeting and a frictionless experience allowed us to deliver real value and drive engagement among families nationwide. 

The campaign quickly resonated across Colombia, with thousands of parents in cities from Bogotá to Cartagena receiving support and turning accidental breakages into moments of growth. Most strikingly, more than 10,000 claims were made, with televisions topping the list of “victims” of children’s play. The unique approach strengthened Pony Malta’s reputation as an ally to parents, increased brand loyalty and built a genuine emotional connection with families.