Norwich Union – UK Athletics

BRAND BACKGROUND

After a period of intense corporate activity including the acquisition of General Accident and Commercial Union (CGU) by 2001 Norwich Union emerged as one of the UK's top three insurers and providers of personal pensions.

However, like most companies in the sector it was regarded as 'faceless' and its policy holders were facing a decline in equity markets which was leading to a lack of trust after generations of stability. Norwich Union could not turn the markets but wished to re-establish its reputation and trust in the brand.

In 2000, Norwich Union had inherited sponsorship of UK Athletics from CGU, who used it primarily to raise brand awareness through televised events and the GB Team. Norwich Union however were already enjoying high levels of awareness so in 2002 the company needed to reassess how best to use the sponsorship to drive consideration and sales in a sector traditionally governed by price.