After eighteen months of planning Sure Insurance, the brainchild of former RACQ Insurance CEO Bradley Heath, is taking on the traditional insurers with a promise to bring fairness to regional Queensland with a new campaign via Brother & Co.
Challenged by severe weather events, regional Queensland has historically paid excessively high premiums.
Says Heath: “Research shows that customers are frustrated with the current insurance offering and feel as though they’re being unfairly treated by the insurance industry. This mindset paved the way for us to create a challenger brand with purpose.”
Adding impetus to the evolving nature of client-agency relationships Brother & Co. was entrusted to start with a blank page and define the new brand: name, identity, positioning, digital experience and campaign (including media).
Says Melanie Rogers, brand strategist, Brother & Co: “Consumer behaviour is generally universal in the insurance category but regional Queensland is different. Our challenge was to develop a brand that spoke simply but didn’t patronize a highly involved and informed market. Our focus groups confirmed that demonstrated brand values and behaviour were as important as product features, which policy holders could value off the top of their head.”
An integrated campaign will launch the brand in August 2019, targeting consumers in regional Queensland with a promise to save up to 30% on their existing premiums.
Says Piet Human, executive creative director, Brother & Co: “Thanks to our one team approach, and in-house capabilities we can ensure the brand’s positioning and creative direction is maintained across all channels and executed at pace. Just what a start-up brand needs.
“To create the Sure Insurance brand and help reduce insurance stress for North Queensland makes this launch even more satisfying. We’re proud to have partnered with Sure from the start of this journey, and look forward to building a strong relationship long into the future.”