PROJECT: CONTENT CREATION
The insurance industry is an ever-evolving landscape and the world of life insurance is no exception. With many companies offering life policies, developing a USP to help differentiate a policy is often the key factor in attracting customers.
Having developed such a USP for the British Seniors brand, the appetite needed to be tested and using the growing social audience was seen as the perfect solution.
The brief was fairly clear and simple, keep the messaging simple and the content short and to the point. After a period of research looking at the approach taken by competitors the creative solution put forward was to use an illustrative route using soft simple shapes, bright colours and a tactile texture to give the illustrations a paper cut-out feel. The use of illustration would help deliver differentiation in a marketplace that heavily relied on stock photography.
From initial sketches through to creating the vector artwork, keeping the messages at the heart of the creative was the driving factor with the messages animated into the content in a number of creative ways that always kept the content moving whilst also providing an element of eye catching, thumb stopping movement in the feed.
Proving once again that it is often the simplest of solutions that works best, the above paint roller creative proved to be hugely successful with engagement and click through conversion to the point that the creative was reused many times to great effect.