A FOCUS ON BENEFIT AND RELEVANT CONTENT
In using variable communication to promote Scotia Insurance, it became clear early on that there needed to be a creative framework to hang the program on. With this initial campaign, we took the opportunity to launch a new look and a new way of thinking.
Based on comfort, the primary benefit of insurance products, we used a series of icons above a distinctive wordmark to define that benefit in terms of an everyday life. Palette and imagery were warm and inviting and used an illustration style that took the imagery beyond the pale. The goal was to appeal without reducing the brand to the mundane.
Plain language and variable direct mail
One of the main characteristics of the this new brand was its dedication to plain language at a time when most insurance products were mired in linguistic legal goo. In working to put contracts and agreements into language that a regular person could understand, Scotia went a long way to realizing its brand ambition. A great deal of comfort came to viewers just knowing what Scotia was talking about.
In making the communication variable, we went one step further to making insurance products more relevant to individuals.