Baloise Group were aware that a new generation were turning away from traditional insurance companies.

Perceptions of insurance were that it was finicky, expensive, and not worth the money. They turned to us to create a brand for a new type of insurance product that was as easy-going and dynamic as the audience was.

Insight

Instinctively, we came to the insight that no one likes to hear from their insurance company. The only time one hears from their insurer is when there’s a bill to be paid or a claim to be made—basically, bad news. Wouldn’t it be nice to have an insurance company that you wanted to hear from?

Idea

We established early on that content-marketing would be key to his new business. We would turn the conversation around from protecting one’s assets with insurance, to getting the most out of it with tips, freebies and other nice things. For this to work, the new company needed a name that would embody this. We came up with FRI:DAY.

Because no one likes insurance, but everyone loves FRI:DAY.

We created stimulus and key brand assets to help guide the internal team on their visual design journey, aligned with the brand proposition and strategy that we created for them.

Impact

The strategy worked—FRI:DAY has been consistently awarded the best digital insurer for four years in a row.