Case Studies

Client:

Trident Insurance

Audience:

London based professional gay men.

Brief

Develop a brand, positioning and digital campaign that targets the chosen niche audience, focusing in selling in high value, relationship based products highlighting Trident's commitment to customer service.

Our Solution

The Nation1 creative team developed a new logo for the company that promoted a big brand feel, yet remained approachable. "We take care of everything" was developed as the positioning statement, however we deliberately avoided using overtly gay images, so as not to alienate anyone that stumbled across the site who wasn't gay. A new campaign specific website was built, focusing on the high value services with stock images of guys that would strike a chord with the message and engage the audience. The really smart bit (if we do say so ourselves) was in the media strategy. The client didn't want to invest heavily until the concept was proven; therefore we had to be innovative with our media planning. Targeting gay bars with branded beer mats and QR codes, gay restaurants and gym washrooms with mirror stickers, getting popular drag bars to "talk up" the company and advertising in gay magazines with banner adverts on sites like Pricilla Queen of the Desert.  All creative was tailored to be as effective as possible for its location.  We also sponsored a gay drinks networking event in Soho and the whole campaign was supported by online PR, Twitter and Facebook activity.

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