Alm. Brand gets a new focused brand strategy and creative universe that strongly positions the company as the flexible and simple insurance company.
In Autumn 2020, it was announced that Alm. Brand was entering into a strategic partnership with Sydbank. This was a change that put an end to many years of combined insurance, banking and pension – a change which created the need to reposition Alm. Brand in the insurance market.
To rethink both positioning and communication, Kunde & Co was chosen as the agency.
The first important step was an understanding of Alm. Brands position in the market – both in relation to B2C and B2B segments. To achieve this, 32 one-to-one interviews were conducted with selected employees and customers, as well as studying competing insurance companies, social trends and purchasing behaviour. All this information formed the basis for the development of creative test stimuli, which was tested quantitatively among selected customer segments and internally in Alm. Brand. Values, pay-offs, commercial positions, and brand concepts were part of the test, and a total of 5.565 potential and existing customers as well as employees, ended up giving their opinion.
The brand analysis gave Alm. Brand and Kunde & Co several important findings. This resulted in the development of the final brand platform, a new core story, the pay-off "Alm. Brand passer ualmindelig godt til dig” and a customer promise reinforced in a broad campaign on TV, social media and in selected print media.
The campaign highlighted how Alm. Brand knows how to provide flexible and simple insurance solutions based on the customers' individual needs. As part of the campaign two national TV commercials were developed that make use of famous people with certain well-known characteristics and ordinary Danes to highlight the differences between us with a sense of humour. Elite swimmer Jeanette Ottesen and professional dancer Jens Werner were part of the campaign.
To find out more about what Kunde & Co can do for you and your company, please contact us
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