Linkage Assurance Plc is one of the leading insurance companies incorporated on the 26th of March, 1991 and licensed to cover and transact non-life insurance business in Nigeria. The company has grown in profitability and asset base; however, there arose a need for a new identity, improved visibility, strong brand equity and higher ranking in the industry.
With the NAICOM mandatory recapitalization exercise for all insurance companies in 2019, Linkage Assurance Plc having met a significant part of the statutory requirements needed a strategic repositioning and rebranding campaign to communicate its new identity, values and improved services to the public and its target audience.
The project was approached from a 360-degree marketing communication and PR perspective. This was done through our multi-dimensional analytical process which involved conducting brand audit, introducing corporate identity innovations and cascading our creative messages across all touchpoints- online, radio, TV, signage, OOH Press, PR, activations etc.
In the quest to reposition Linkage Assurance Plc, it was desirous to communicate a new brand identity and messaging that guarantee same commitment and value while delivering protection against risks to target clients.
The campaign was divided into 3 phases:
- Teaser: This was to create some excitement for the unveiling.
- Reveal/Launch Phase: This phase covered the reveal and launch of the repositioning and rebranding campaign. This involved the conceptualization of the theme "Bigger, Bolder & Better" and the reveal of a new identity for Linkage Assurance as expressed in a new logo, branded collaterals, website revamp, online and offline advertising and public relations.
- Sustenance Phase: This phase included the launch of the thematic campaign – “Protect Your Own World” for campaign sustenance and projection of a wide array of individual products in its portfolio.
The TV ad garnered over 12m views on CNN in Nigeria and nearly 20m views on Channels TV. On radio, the ad hit over 3m listenership over a period of 4 months. On the digital sphere, followership increased on the brand social media channels by 20% and gained over 3m impressions across multiple online channels during the first 3 months of campaign.
The new logo is a Combination Mark. It hugely represents an abstract image of an octagon which by the number “eight” is symbolic of renewal. It also connotes the limitless innovative approach to offer unparalleled services to its numerous customers.