Life is more than insurance
How we drove distinctiveness with an ownable brand platform
Client
MORE THAN
Real truth
01
/ 03
MORE THAN had become caught in a price war in the UK consumer insurance market talking only on functional terms.
MORE THAN had become caught in a price war in the UK consumer insurance market talking only on functional terms.
They were losing ground against competitors who had established their brands. Who were much better positioned to capitalize on their brand saliency under the UK’s new regulations.
01
/ 04
02
/ 04
02
/ 04
02
/ 04
Drag
Real connection
02
/ 03
We moved MORE THAN into a more value-focused space that only they could own.
We moved MORE THAN into a more value-focused space that only they could own.
Putting purpose over purchase, we created a new brand platform that put a human truth at its heart. Because, for customers, LIFE IS MORE THAN INSURANCE Moving them from ‘the what’ to ‘the why’, we positioned MORE THAN as the human insurer that understands what lives behind each and every policy.
Real results
03
/ 03
Our campaign drove distinctiveness in the category, building brand association with something real and resonate. Increasing prompted awareness and trust.
