Lucas Fettes
Campaign: Creating a new insurance brand
The Brief
Develop and brand an insurance product specifically aimed at cycle shop owners.
Below industry average for website bounce rate
Above industry average for time spent on website
Integrated campaign
Expert product launch
“With the product name established, we set about creating a corporate identity and brand guidelines which became the basis for all design work”
The launch was a huge success and well received by all brokers at the firm.
Six months after launch, time spent on the website was a healthy 17% above the industry average and the visitor bounce rate 25% below the industry average.
As a direct result, the firm has taken advantage of the niche market place and received high numbers of enquires and profitable leads.
Underwritten by Hiscox, Lucas Fettes is one of the largest independently owned insurance brokers in the UK.
We carried out extensive research of cycle shops and cycle shop owners to gain an understanding of the market place and the people Lucas Fettes would be looking to target with their niche insurance scheme.
After exploring what makes cycle shop owners tick, we wanted to come up with a name for the scheme that they would immediately relate to, whilst being sufficiently different from anything on the market at the time.
A few ideas later we landed upon 700C (the diameter of most road and racing bicycle rims) …clever, we know!
With the product name established, we set about creating a corporate identity and brand guidelines which became the basis for all design work, including the scheme’s logo and marketing collateral.
A simple, yet highly effective, website was written, designed and built with a strong call to action profiling the cycle shop insurance scheme.
We wanted to give the website a personal feel and so created personal profiles of all the brokers who would handle the cycle shop accounts.
“The launch was a huge success and well received by all brokers at the firm”
