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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.

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.

Drag

Real connection

02

/ 03

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.


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