| Peoplecare
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Australia Industry/Sector: Health Insurance, Non-Profits Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Peoplecare is a not for profit private health insurer. They started life as a specialist, providing health cover for steel industry workers. In 2006, they became an open health fund available to anyone in Australia. Challenge They are a very small player, surrounded by national players with marketing budgets many times that of Peoplecare. They wanted to increase their share of voice and in particular their levels of consideration. How should they get this message across to people and get taken seriously? Strategy It all starts with personal service. 97% of their clients are satisfied with Peoplecare (a 2009 survey showed their next highest competitor’s rating was 20% lower). The strategy is based on what they do best, that their larger competitors cannot match. They don't use automated voice response systems and everyone who calls speaks directly to someone from Peoplecare . This approach underpins everything they do. The new brand strategy - Personal is Best – positions Peoplecare as the health insurance provider that is crystal clear, 100% engaged, results oriented and on your side – with all the evidence to prove it. Result We created a new brand identity and look and feel for Peoplecare. It’s fresh, it's cheeky. It’s called Love People. Previously they had a distinctive service proposition but looked like all the other players. Now they have a unique brand identity and tone of voice. They stand out for the right reasons. The identity was launched in August 2010. Credits: Client: Peoplecare - www.peoplecare.com.au General Manager, Marketing Communications: Anita Mulrooney Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Designer: Darren Swain, Jenny Clarke Finished Artist: Hayden Mathys Director: Sandy Belford Project Manager: Tui Horo, Heidi Afele [back] |
