Case Studies / Vero

Brand Strategy / Design / Communication / Digital

Aligning strategy to tactics

As part of the Suncorp Group, Vero brings insurance to businesses through brokers

uberbrand has worked extensively with Vero to help increase brand awareness, understanding and preference among brokers and SMEs in a competitive and intermediated market

In an environment of change, with digitisation, generational shifts and increasing regulatory oversight, the way SMEs select insurance has evolved. It means that brands participating in the insurance value chain need to demonstrate increased value to their customers and audiences.

 

Therefore, communicating and campaigning Vero has relied on market insights – with two key findings underpinning direction:

 

– An emerging generation of SME business owners buy their insurance in different ways


Many are chronically underinsured

Accordingly, as SME owners forgo the help of insurance brokers, they risk running their business without sufficient coverage.

The direction was for Vero to play the role in reestablishing broker relevance among SMEs, thereby opening up pathways to increased preference and loyalty.

 

By giving them tools to help their clients, Vero would hero the insurance broker, thus supporting them throughout their business processes.

 

And by undertaking highly targeted B2B/C campaigns, Vero closed the loop, focusing on business owners to help drive pull through while supporting brokers.

The Results

Ongoing campaign work continues to show effectiveness across several key markers of Brand Performance, measured by:

  • Prompted Awareness, growing by 82%.
  • Brand Health increased with broker tool use growing by 240%, year on year.
  • A 6-point NPS score jump over one year.

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