Using segmentation to re-energise brand strategy.
Easily identifiable segments.
The challenge
In a disintermediated market, a major UK consumer Insurer wanted to align their brand portfolio against distinct consumer personas. These personas needed to be optimised for brand-building, but they also needed to be easily identifiable across media and customer touchpoints.
The solution
STRAT7 Bonamy Finch worked with key stakeholders across the business to identify requirements. We then developed psychographic and commercial segmentations, rolling these out across the teams via activation workshops; using ethnographic videos to bring them to life; and building onto the customer database.
The result
Our work was a key informer for the business going forward and in identifying brand targets, they were able to refresh their positioning, created a new slogan and new ad campaign. This ad campaign resulted in the client winning an IPA Effectiveness Gold Award, for returning a key brand to growth.
This case study is a great example of how segmentation can provide the detailed analysis needed to refresh a brand.
This campaign is to reassure our customers that we speak their language, act in their interest and make the process as easy as possible so that we are there when they need us the most.
Michael Heun & Sophie Elvefors
– Managing Directors, BRIO
