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Marketing Campaigns
General Insurance 'GI' campaign
The financial services giant Legal & General sells it's insurance products through financial advisers and intermediaries. Although the General Insurance side of it's offer (home insurance, mortgage payment protection etc) had been under pressure from competitors offering a more adviser-centric service, Legal & General had created an enhanced service that focused much more on the business needs of these advisers.
Now that they had a service that lived up to the quality of the brand and products, they came to us to help them produce a B2B campaign to really promote the change. We created the bold and confident 'GIVING YOU MORE' typographic campaign that was built around the industry abbreviation 'GI' (short for General Insurance). Within the main messages 'GI' was always highlighted, so the service and the benefit were totally combined.
