yoursa digital neo-insurer of Spanish origin specializing in home insurance, has managed to approve its European brand by the EUIPUS. All this after a negotiation process with the social network, Twitter. From the startup they want to emphasize that they are very satisfied both with the brand opposition process they have faced, and with the campaign they launched.
In the agreement carried out and which culminated last week, Twitter would withdraw the opposition if Tuio limited the classes in which its brand operated. So it decided, in January, to register its European trademark under class 36 and 42 with limitations. In response, last week Twitter withdrew the European trademark opposition and, therefore, Tuio has been granted to the insurance company, at a European level since it was registered and operating in Spain since 2021.
Tuio launched its most successful campaign yet on the occasion of this brand opposition by Twitter. Last January he decided to give home insurance to all those registered in Tui for 6 months. The neoinsurer received a trademark opposition from Twitter, over its trademark “Tweet”. Basically, from Twitter they defended that the Spanish brand tuio it seemed too much to tweet and therefore could lead to confusion.
Thus, from tuio they decided to face the situation by launching a campaign that would give visibility to their brand and their way of doing things, breaking with the established.
“At tuio, we decided to turn the news around and turn it into a campaign that has turned out to be the most successful to date, with 114 mentions in the media from 14 countries and more than 400,000 views of the video that we made ad-hoc and posted on YouTube and networking”, says Juan García, co-founder of the neoinsurer.
