Case Study: Concept Testing
The Challenge
A regional home & property insurance provider was seeking to modernize their brand as a means of cutting through category clutter and growing brand awareness
Our Approach
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Focus Groups in remote and regional towns across New South Wales, Victoria and Queensland to understand
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Current perceptions of brand and competitive set
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Responses to agencies creative concepts for brand repositioning
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The qualitative research was followed up with a short quantitive concept test to validate the results from focus groups.
Insights Received
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Whilst brand awareness was very low today, potential customers really loved the idea of a provider who specialized in regional properties and customer needs
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As brand awareness was low, there was almost no cut through of the current brand collateral and story – and when customers saw it, they reacted very positively to it. They found the old-fashioned look and feel to be distinctive from the more modernist/ technology look of national and metro providers
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Respondents in groups found the more modernized concepts of the brand at odds with the regional brand story they had just fallen in love with
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The follow up poll to 1000 regional customers confirmed the strongest concept by far was the existing brand collateral
Clarity Delivered
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The problem to solve was not “an old-fashioned brand”, it was low awareness of a regional brand
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The old-fashioned look was not a weakness, instead it helped to reinforce the brands values and make it distinctive to competition. Being “traditional” was more likely to cut through the clutter than modernizing the brand
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A core driver of a local/ regional proposition was “people first”, and face to face service vs digital apps needed to be the focus of brand communications and CX
Business Outcomes
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The brand successfully tested trebling market spend behind existing collateral in one region, before doubling spend nationally.
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An expensive rebrand program was avoided
