Bennetts
Giving financial services a biker attitude
Brief
Bennetts' core business is insurance and our first task was to apply our new Brand Identity to their direct response advertising. The campaign needed to drive enquiries and sign ups in a fiercely competitive market. It also had to set the creative platform for future communications.
Approach
We wanted to distance ourselves from the banal me-too advertising that dominates the insurance sector and shake up the category with communications our audience could relate to. So we put bikers at the heart of our campaign, creating a brand that could think and act like its audience, exuding bike attitude and knowledge.
Solution
We gave launch press, banner ads and direct mail a refreshed look and tone, based on real biker insights. Photography drew on the details bikers obsess about. While no-nonsense copy and strong supporting graphics reinforced the connection with our biker audience. This approach created an honest, acceptably-rebellious style for use in future campaigns.
Results
Our campaign helped set new records for the core insurance business, with the highest sign-ups in Bennetts’ 80-year history. Our brand identity was also adopted internally and is now driving new brand extensions into 2011. Bennetts have declared our work the most insightful and engaging creative they have ever developed.
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