– where love was the answer


SUMMARY were outspent, late to market, had no clear point of difference and a cumbersome brand name that no one could remember.

This paper shows how we were able to throw off this disadvantage by shattering the communication conventions of the category.

It will show how the strategic approach outmanoeuvred a crowded market overflowing with rational messages by recognising the power of creating love for the brand.

By learning from other communication successes (Cadbury's Gorilla) and applying them to the forgotten rules of the insurance market (a brand icon) they were able to create affection and stand out for the differentiated part of their name (market).