CLIENT
IAG
1. Gabrielle Marwick-Brown - Marketing Manager
AGENCY
1. Levi Slavin - Chief Creative Officer
2. Maria Devereux - Executive Creative Director
3. Hamish Steptoe - Senior Designer/Art Director
4. Ellen Fromm - Copywriter
5. Kate Mandy - Group Business Director
6. Lisa Divett - Head of Brand and Comms Strategy
7. Emma Tait - Planner
8. Amy Pollok - Planner
9. Jen Storey - Senior Producer
SUMMARY
State has been insuring New Zealanders for 115 years.
But Kiwis saw us as old and boring.
We’d lost over 34,000 customers in four years .
Clearly, people didn’t want to engage with good ol’ insurance.
They were too busy.
Rather than feel hurt, we decided to change.
An everything-but-the-logo rebrand. A change of tone and a change of attitude. And then actions to prove it.
Insurance for too busy lives was just what Kiwis needed.
It turned the ship around and chartered a course back to relevance and growth.
