CASE STUDY: 'In good hands' wins best brand campaign 2009 for Ecclesiastical
Ecclesiastical is a niche insurance provider selling both business and consumer insurance via brokers. Its B2B arm provides insurance to the charity, heritage, care, education and faith sectors.
Its marketing problem was that its niches didn't sit naturally together, and it had no competitor with the same set of niches to help turn it into a recognisable 'category'. It therefore was effectively marooned in different niches depending on how a broker first came across them, resulting in low overall brand awareness with brokers and enormous difficulty in growing market share in any of their categories.