General insurance company, ICEA LION, struggles to convey complex product information in a palatable and relevant format for millennials and is not perceived as innovative. Millennials do not want to invest with a company that has no “face”; they work hard for their money and are very cautious of who they give it to.
To listen to what the millennial audience was saying, and as a result, create youth appeal and provide consumer-centric information and messaging that would position ICEA LION as the “go- to” brand for wealth creation and protection.
In our mission to give the ICEA LION brand a relatable identity, we connected Kenyan millennials with some of the most influential and successful Kenyans via the #BackYourFuture campaign. No bots, just real people having real conversations around growing and protecting wealth.
The key message we wanted the millennial audience to take away through the campaign was: “ICEA LION understands me, my dynamic life and diverse needs.”
Getting leadership buy-in
Leadership buy-in from ICEA LION was key – through it, we managed to convince the Asset Management CEO, Einstein Kihanda, to be part of our campaign. He was the face of an expert advice video series where no financial question was taboo. To pull this off, we worked very closely with our client and various teams within our agency, from client services to the development department. We adopted this approach from strategy to execution, having several intense brainstorms along the way. Better work comes out of collaboration and surrounding yourself with interesting, diverse people. People that challenge you. People that might have opposing tastes or opinions. Continuously questioning the idea behind #BackYourFuture is what made it a success.
Dentsu Aegis Network helps clients build consumer relationships by communicating their products and brands effectively. Our distinctive and innovative range of products and services include marketing and communications strategies through digital creative execution, media planning and buying, mobile applications, SEO, content creation, brand tracking and marketing analytics.
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