The Overview

Upon appointment to regional insurance company WFI, Gatecrasher was asked to review all existing research documentation and initiate a brand and platform planning process. The purpose was to develop a brand positioning which would align the organisation’s brand internally and externally, across very a diverse range of services and market segments. The company had a strong genuine commitment to personalised service delivery which the agency identified as a major marketing opportunity.

The Work

People living in rural locations highly value good ‘neighbourly’ relationships with others in their local vicinity. A ‘good person to know’ in the country is somebody who you can rely on for support and loyalty (to borrow a cup of sugar or the bobcat). Our campaign capitalises on this insight and uses it to reinforce and add more meaning to WFI’s one-to-one approach to customer relations. The internal buy-in to the ‘Good people to know’ positioning and communications strategy has been very strong. WFI as a business has embraced the sentiment of the positioning and continues to use it many years later.



You may also like

SunSmart - Two Sides of the Sun

SunSmart - Two Sides of the Sun

HIF - What if

HIF - What if

RSC - Time to Sweat

Road Safety Commission - Time to Sweat''

LiveLighter - What's on the menu?

LiveLighter - What's on the menu?

RSC - Drink Drive? ‘Yeah, Nah’

Road Safety Commission - Drink Drive? ‘Yeah, Nah

Make Smoking History - 'Next time you say'

Make Smoking History - ‘Next time you say’

See All Work