SGIO and SGIC put the customer first in brand’s latest new-look campaign via M&C Saatchi

Through its new advertising campaign, SGIO and SGIC are looking to change the consumer opinion of the insurance market place. By strategically repositioning its brand, and developing an engaging advertising campaign via M&C Saatchi, focused on being genuinely fair to customers, SGIO and SGIC are leading the way in a cluttered landscape.

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Extensive research, including 17 focus groups, an online survey completed by 3,000 people, 28 in depth interviews and extensive staff workshops, uncovered a concerning customer insight about insurance; there is an underlying fear and belief that companies won’t do the right thing by their customers.

SGIO and SGIC, working alongside award-winning advertising agency M&C Saatchi, have created a unique and distinctive campaign called Surprisingly Good Insurance that focuses on putting things right for the consumer, and simplifying rather that bamboozling. Launched this week, the campaign injects a modern, new look into insurance and strives to inform consumers that SGIO and SGIC offer Surprisingly Good Insurance products.

The Surprisingly Good platform also doubles as SGIO and SGIC’s brand ethos, embodying all aspects from people to innovation, understanding through to outcomes.

Says Jane Merrick, head of marketing communications at SGIO and SGIC: “At SGIO and SGIC our mission is to be surprisingly good at everything we do. Our brand repositioning campaign for SGIO and SGIC has a surprising new look and attitude. Our new campaign is simple, graphic, engaging, and has a lightness of touch that we believe will breathe new life into the brands, while helping.

Says Gary Dawson, creative director, M&C Saatchi: “SGIO and SGIC came to us with a brilliant task and opportunity – to change the everyday consumers’ perception of insurance. We’re thrilled with the outcome of the work, a simple, engaging platform that allows us to deliver

positivity to what is often perceived as a dull necessity, as well as setting us up nicely for future product and service innovations.”

Client: SGIO/SGIC

Media: MediaCom