STRENGTHENING A BRAND IN AN EMERGING CATEGORY

Challenge

Reinforce the leadership of a top-three insurance brand amid growing competition, new entrants and more aggressive communication strategies. We needed to identify which positions to keep defending and which offered a genuine opportunity to stand apart.

Approach

We conducted desk research into developments in culture, audiences, the category and the brand itself. This informed a new positioning strategy and a creative brief co-created with the client in a workshop. We then briefed the creative agency and contributed feedback on the work as it developed, arriving at three creative ideas to test with the target audience.

Outcome

A brand equity campaign driven by an emotional message that was relevant to the audience and appropriate for the brand.