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ALI Group is a specialist risk insurance business, committed to ensuring mortgage brokers are able to provide their clients with convenient and timely access to affordable loan protection. They approached us to help develop a brand essence, marketing proposition and campaign strategy.
Most importantly, the campaign needed to showcase a repositioning of their creative strategy and convert leads into customers. Making loan and mortgage protection a core part of their service offering was key.
We created a branded campaign ‘Change the agenda!’ that promotes positive conversations around care and confidence – two key elements of the brand essence we developed. Part of our solution included infographic sales tools, tailored to the adviser sales process.
Cut through was achieved in adviser advertising through our naked broker idea that emotively asked advisers ‘how would you feel if you left?’ The Group now has positive look and feel and compassionate tone of voice that is applied to all training marketing communications.