Reinvigorating a legendary brand
Having recently gone through a brand revamp that included the development and implementation of a new strategy and business direction, South African short-term insurance company, Dialdirect, required a tone of voice to bring the brand to life consistently across all agency partners. This was aimed at creating a brand that would not only challenge leading players in the market, but moreover create greater resonance around the new brand.
The market was divided into the category price leaders, using fun and friendly communication to justify cheap policies, and the more traditional broker-led players who proposed a more staid and reassuring messaging. No one was owning a fresh, but premium space and this was an opportunity for Dialdirect
The key objective was the creation of a tone of voice that would appeal to the intended target audience as well as attract potential customers to the brand.
Intergroup created the new brand proposition ‘Clarity to do it once, the drive to do it right’ and from this DialDirect was able to own a new fresh, premium space in the market.
Through the brand’s new personality ‘Straightforward, honest and practical’, Dialdirect is a brand that doesn’t mince its words and believes that every conversation with consumers inspires confidence.
Dialdirect is a brand that not only knows what to do, but also how to do it right. Intelligent yet always approachable, there is no arrogance in the way that they engage with customers. Efficient service and every word spoken with a smile and friendly tone, breeds client confidence and dependability.
The new campaign received very positive acclaim at the 2015 Design Indaba Conference.
“Clarity to do it once, the drive to do it right”.Brand Proposition