This week, we look at several insurers that have built purpose into their business, and the various ways that they bring their missions to life.

1. GET INSURANCE
SMART
Brand Purpose in
Insurance

2. G E T I N S U R A N C E S M A R T
Brand Purpose in Insurance
We live in a context of extreme uncertainty. Consumers today are more aware than ever
of the risks that come with everyday activities, such as traveling, clicking on emails from
people they don’t know, and using credit cards. In theory, the product of insurance has
never been more relevant or necessary.
And yet, purchase of insurance does not reflect the uncertainty of the world we live in.
Just 20% of global consumers bought general insurance in 2015, and just 13% purchased
life insurance
1
. Furthermore, many new insurance customers come from other providers
2
,
which means that the total number of insurance customers stays relatively stable.
One potential driver of the challenge with uptake may be the level of trust in the industry
- only about half of global consumers trust insurers to do the right thing
3
. The role of
insurance is to bring us peace of mind, and consumers must be able to trust that their
insurer would be there for them if the worst happened.
Insurers therefore must prove their relevance and trustworthiness. But how? Trust can be
built through any number of strategies, but one that is particularly compelling is the
pursuit of purpose.
75% of global consumers believe “a company can take
specific actions that both increase profits and improve the
economic and social conditions in the community where it
operates,” and 56% agree that “ethical business practices”
are important to building trust in a company4
.
We have written before on the role of purpose in branding (see GET CONSUMER SMART
– Beyond CSR), and surmised that while it can be a highly effective strategy for improving
the perception of your brand, purpose should never just be used for PR, instead it must be
implemented throughout the business. Several insurers have already embraced this task
with great success. Here are a few whose missions have become a guiding factor in all
that they do:
1
CEB CFM H2 2015
2
Bain Customer Behavior and Loyalty in Insurance: Global Edition 2016; KPMG Insurance CEO Outlook survey 2016
3
Edelman 2016
4
Edelman 2017

3. G E T I N S U R A N C E S M A R T
Brand Purpose in Insurance
AMERICAN FAMILY – DREAM FEARLESSLY
American Family Insurance has made its mission to “inspire, protect, and restore real
dreams”
5
in the words of Marketing Vice President Telisa Yancy, and this purpose is
evident across the business.
American Family’s heartwarming ads, created by BBDO New York, emphasise the insurer’s
role of protecting dreamers so that they may pursue their goals fearlessly. The campaign
launched with a 2015 Super Bowl commercial that featured Jennifer Hudson, a singer who
has already achieved her dream, supporting others to achieve theirs.
Jennifer Hudson is not the only celebrity associated with the brand. American Family’s
purpose has struck a chord with many who have already made their dreams a reality, with
sports personas such as Kevin Durant, JJ Watt, and Derek Jeter, as well as singer-
songwriter John Legend, acting as brand ambassadors. These ambassadors help to
champion others dreams by getting involved with initiatives such as bringing a “School on
Wheels” to homeless children, and assisting shop owners providing affordable food.
The brand also brings its purpose to life via digital spaces and physical places through
which consumers can continue to explore their dreams and take matters into their own
hands. One example of this is its “Dream Bank” in Madison, Wisconsin, which hosts events
and interactive exhibits to encourage dreams.
American Family is a challenger brand in a competitive market, but its clear belief in the
power of dreams, and its unusual and meaningful executions, have helped the brand to
stand out and develop a strong emotional appeal.
AVIVA – GOOD THINKING
Aviva aims to free people from the fear of uncertainty, under the banner of Good
Thinking.
This purpose comes to life in many ways, including helping people to save smarter. Aviva
reminds people of the important of this in an advert that predicts two customers’ futures
based on current saving habits. A “Shape My Future” tool allows customers to plan their
savings to relieve some of their own financial concerns.
Aviva has also put digital first to enhance ensure consumers have a steady point of
contact, day or night.
5
Warc 2016

4. G E T I N S U R A N C E S M A R T
Brand Purpose in Insurance
As a part of its annual Customer Cup Challenge, Aviva asks customers to respond to a
question that the brand itself is working to answer. By engaging consumers in the
challenges, Aviva ensures its innovations address issues that consumers care about.
Previous winning ideas have included Super6, a partnership program that helps home
insurance customers get items replaced quickly and MyLegacy, a digital vault for
important financial information.
Within nine months of launching Good Thinking, the insurer had begun to grow in terms
of sales and revenue
6
. The focus on the things consumers care about, on removing
uncertainty, has proven incredibly beneficial for Aviva and Aviva customers alike.
CONCLUSION
These brands have proven that aligning your goals with the goals of your consumers’
insurers can help establish relevance and loyalty, especially challenging feats in the
insurance industry. Although American Family and Aviva’s missions place the consumer at
the fore, the insurers do not compromise their own identities. Instead, they serve
consumers and the community in ways that are genuine and true to them. Telisa Yancy,
Vice President of Marketing at American Family Insurance, sums up the strategy well:
“It really is about finding your authentic truth, based on the
ethos of your customer, based on the ethos of your brand,
and based on who you really want to be in that customer's
life.”7
For insurance brands wishing to implement purpose as successfully as American Family or
Aviva, they must discover where the brand’s values and the customer’s values intersect in
order to build purpose authentically into their brand.
6
https://www.marketingweek.com/2016/10/17/aviva-on-how-it-flipped-its-marketing-360-degrees/
7
Warc 2016

5. G E T I N S U R A N C E S M A R T
Brand Purpose in Insurance
If you are interested in learning more about the subject of this article, please contact
Sarah Emmerson, Insights Planner, emmersons@bbdoknows.com.
ABOUT BBDO KNOWS
BBDO KNOWS is a planning resource for the BBDO network.
BBDO KNOWS offers thinking, strategy, insights and inspiration on key categories, key
themes and consumer segments.
If you are interested in learning more about the way BBDO thinks please contact Melanie
Norris, Global Planning Director, norrism@bbdoknows.com.
DISCLAIMER
The information and materials in this article are for general information purposes only. Whilst we try to ensure that
all information and data in this article is accurate, complete and up to date, this article should not be relied upon
and you should seek advice if you intend to use or rely upon any of the insights or data contained in this article.
This article must not be shared, downloaded, copied or distributed for commercial purposes without the prior
approval of BBDO. © BBDO 2017 All rights reserved.