Making insurance attractive again.
Opera singers, meerkats and builders in hot pants… the UK insurance market is dominated by price comparison sites, all spending millions entertaining us. So how did we transform the Swinton brand amongst such intense competition?
Market research told us consumers felt underserved by the impersonal insurance market. With its extensive branch network, and its culture of building lasting relationships with customers, Swinton was in a unique position to promise a truly personal service.
This inspired our new brand idea, rooted in the strength of Swinton’s team of real people. It became the launch pad for a total refresh of the brand – including a completely new responsive website and a complete overhaul of the branch network.
It culminated in a major new integrated campaign across TV, press, radio and social media – Swinton’s first for over seven years – featuring Britain’s Got Talent winners, Attraction.