African Alliance needed to rebrand and communicate for the first time in over 40 years. We executed a stellar campaign that continues to help them remain competitive in the industry.
Channels
ATL · BTL · Digital · Experiential
//001 The brief
The client
African Alliance Plc. is an insurance company established in 1958 and has been operational for over 59 years in Nigeria. The company over the years became old in disposition in the insurance market, lacked visibility and was out of touch with the youth market and current technologies.
The challenge
In order to remain competitive and profitable in the industry, African Alliance needed to rebrand and communicate for the first time in over 40 years.
We’re a dynamic, full-service marketing communications company that blends creativity with strategy to help brands stand out, connect with their audiences, and achieve measurable results across West Africa and beyond.
Goal — Rebrand
//002 Our approach
How we
tackled it.
We took a holistic approach to this project. Distilling the brand with our proprietary brand filtration tool, we had a total overhaul of the business from the identity, logo, branded collaterals and operations. We identified the target audience and then developed an in-depth insight analysis into their lifestyle, influencers/triggers, behaviors, beliefs and motivation.
Previous logo
Taking a cue from the combination mark logo style, this inimitable logo adaptation is presented as a diamond shaped logo which speaks to the brand’s offering — Value.
New logo →
It uniquely consists of two letter ‘A’s leaning on one another and a solid base which speaks of the brand’s attribute of having a solid insurance base which makes it a firm and dependable brand its teeming target audience can rely on.
Strategy
We ran an integrated marketing communications campaign (ATL, BTL, Digital and Experiential) bringing all facets of our services into play. We successfully re-launched the brand at the George Hotel; the conceptualization and execution of which was handled by the Event/Experiential unit of the agency.
We conceptualized, developed and produced all creatives for this campaign ranging from TV and Digital ads, Radio, Press and Outdoor materials. We also had a brand acculturation period with African Alliance internal stakeholders to ensure that they live out the new brand promise and expectations.
//003 Campaign idea & theme
“Everything on
check.”
This draws from a youth-centric pop-culture language that is also relatable to an older demographic. The message is that our customer’s life goals and aspirations are so important to us that they deserve to be given top priority — and that all our processes are carried out in such a way that the customer always feels everything is under control.
//004 The work
The work.
2 print
Print & OOH
2 Pieces
Everything on Check