Communicate complexity, with simplicity
Deliver meaningful, clear propositions to market.
B2B innovation is often driven by big, complicated, messy ideas that make little sense to those other than the innovators themselves.
In order to move the world forward, and explore what comes next, we need to delve into these complex business structures, products and services – enabling simple and effective communications.
Enhancing Broker Engagement
RSA has been helping to shape the world of insurance for more than 300 years.
Professional and Financial insurance (ProFin) is a dedicated and technical line of insurance products created with niche expertise. RSA’s broker promise is a commitment to support brokers in the sales journey and route to market, but in a competitive marketplace, a revitalised sales campaign was required to launch ProFin with maximum impact.
With the broker landscape as complex as the products on offer, RSA needed support to relaunch the ProFin product line to their broker audience to put it front of mind and help them to meet ever more demanding targets.
We started by dissecting the market to see how the competition were positioning themselves to ensure a unique messaging strategy.
Adding a deep level of insight from a series of workshops with the stakeholders in the ProFin team, we were able to develop a key understanding of both the complexities and the benefits at play.
Our campaign was then built around a creative message that provided an effective way to simplify the product, positively represent the brand and distinguish the product set and broker service in the market.
Working with RSA, we implemented a go-to market plan for the campaign, that included internal education, turn-key campaign toolkits for brokers and roadshow event collateral.