Reigniting interest in a brand

Challenge

After a very successful rebrand, Metropolitan Insurance’s silence had become overly pronounced. Metropolitan Insurance (MET) needed a disruptive campaign to reignite interest in the MET brand.

Big Idea

Own the very purpose for which insurance exists: ‘Hassle-free claims payment’.

Action

Without losing the tone of the rebrand campaign, we used radio, print and out-of-home to clearly state MET’s claim to fame, ‘hassle-free claims payment’, in a very memorable way.

Results

The positive feedback and warmth shown towards the campaign by customers was so tremendous that MET was reluctant to break off the campaign. The ambitious sales targets set at the beginning of the year had to be revised upwards severally, since sales continued to soar far above targets.