CASE STUDY: 'You're In Good Hands' by Gravity for Ecclesiastical
Ecclesiatical appointed Gravity in Q2 2008 to raise their awareness with brokers particularly about which niches they operated within.
We launched 'You're In Good Hands' shortly afterwards as a creative vehicle that would allow us to tell the story of Ecclesiastical's excellent reputation among brokers but that would still sit culturally with a company that was million miles from the cut and thrust of an Aviva or More Than. There could be no advertising with big brash headlines saying "We're no 1".
The 'painted hands' campaign was developed to be highly distinctive, to create a visual link with the Ecclesiastical hand logo to improve attribution, and to sell 'softly' meeting the cultural requirement.