Marshmallow Appoints Uncommon Experience Studio

Marshmallow, founded by brothers Oliver and Alexander Kent-Braham and David Goaté, is Uncommon Experience Studio’s most recent client win.

The brand fills a gap in the insurance market, caused by many insurers not recognising international driving experience. Marshmallow leverages data and proprietary technology to better understand and price risk.

Just as Marshmallow values overseas driving experience, so the campaign shows the brand values other positive things that its customers bring to the UK. It is additionally the UK’s second firm that has founders with black heritage to reach unicorn status.

Uncommon Experience Studio launched their first work with Marshmallow — an integrated campaign championing newcomers to the UK, created in partnership with Wake The Bear.

The work broke with out-of-home proclaiming “Immigrants wanted” and an integrated campaign celebrating a diverse range of newcomers. The insurance unicorn has sold over 500,000 policies, with 70% of new customers in 2023 being from overseas.

Ben Golik, creative partner, Uncommon Experience Studio, said, “Newcomers have always brought so much to the UK, and yet so many seek to demonise the word “immigrant”. This was an important opportunity to put out a positive message that values newcomers and what they bring to the UK.”

Oliver Kent-Braham, founder, Marshmallow added, “Our customers come here from all over the world, for many different reasons. It can be an incredibly exciting but also daunting experience to uproot your life to start again halfway across the globe. But when they get to the UK they find it much harder to get access to things that UK nationals might take for granted, like credit and insurance. Layer on top the current political climate and it’s only making things harder and less desirable for people to want to choose the UK.”