Liverpool Victoria Friendly Society
LV = Better Business
Following the development of a new LV= corporate identity and car insurance consumer TV campaign the business needed to communicate the reasoning and benefit of the rebrand to the financial intermediary (IFA) community.
The corporate rebrand together with a shift to direct to consumer advertising in a historically non-core general lines insurance product area had the potential to provoke mixed perceptions of the LV brand amongst their traditional IFA customer base.
We were appointed to help the business to better understand how the rebrand was perceived amongst key IFA audiences and develop and deliver an intermediary channel communication strategy and engagement campaign.
What we did
Following an initial immersion into the new brand positioning and visual identity work we began a process of ‘inside out/outside in’ understanding of how LV engaged with the intermediary channel. A review of internal processes revealed a less than well joined up organisation and customer research provided a perspective of historical strengths and weaknesses to be built on and addressed in turn.
We recommended a ‘head on’ approach to addressing the negative perceptions identified through research and a clear, no-nonsense proposition that captured the idea that doing business with the newly branded LV= would be beneficial to IFA audiences.
We went on to clearly link the LV= brand to the idea of ‘better business’ and to demonstrate, by ‘real life’ examples, how working with LV can provide both qualitative and quantitative improvements to IFA businesses.
A trade advertising campaign and a completely new suite of sales support and consumer marketing collateral, designed, written and produced by Creative Leap, supported this brand initiative.
The direct and honest ‘hands up’ approach to recognising shortfalls in communicating the reasons for the rebrand was positively received by the IFA community and LV= have been able to build bridges and engage in a more meaningful and commercially beneficial manner with the intermediary marketplace.