A detailed target audience profile (with huge growth potential), a clearly defined brand territory and a customer framework that will help guide proposition development over the next few years
Co-Op Insurance Brand Proposition & Positioning
Fully comprehensive with Co-Op Insurance
Our simple summary of the client brief was; ‘this is not about how you sell insurance; this is about how you sell Co-op Insurance’ – requiring us to build up an in-depth picture of the target audience and marry that with the most credible thing that Co-op Insurance could say.
Filling in the details
After working our way through previous research we teamed up with Dentsu Aegis to better understand the current customer as well as identify the value pools most likely to support Co-op Insurance’s growth aspirations. We explored the entire insurance market and identified the two customer groups with the highest propensity to convert to Co-op Insurance.
In parallel we mapped the insurance competition and their relative positionings in order to help identify the whitespace and develop a range of brand territories for Co-op Insurance. We then tested four different territories in both qual and quant research.
As an outcome we created a detailed target audience profile (with huge growth potential), a clearly defined brand territory and a customer framework that will help guide proposition development over the next few years. The work was completed in the first half of 2020 and is not expected to be launched until later in 2020 (hence we cannot reveal any further details or results at this stage).