1st Central Insurance - Simply Driven

Sep 2015

1st Central has sold nearly 2 million car insurance policies since launch in 2008. This success is largely due to a commercially astute approach to building business via cost comparison sites. However, the brand's profile was relatively low and the company's next stages of development required a stronger corporate brand and increased awareness. Up to the Light was asked to develop a corporate brand positioning that could form the platform for internal and external behaviour and communications.

We developed 4 brand pillars that underpin everything the company does across all communications, platforms and technologies. This then led to our 'Simply Driven' positioning which acknowledges the reality of buying car insurance. It is something of a 'grudge purchase' - often confusing and just something that has to be done. Above all, customers want the experience to be straightforward, clearly understandable and hassle free. 'Simply Driven' reflects the fact that 1st Central is committed to making the insurance buying and managing process as simple as possible. We also developed 'Communications Criteria' that act as a guide for agencies and copywriters across every creative discipline to ensure that all brand communications accurately reflect 1st Central's personality and values.

The positioning statement, 'Simply Driven', now doubles as an external facing strapline and has become a unifying rallying call for how 1st Central organises its business, trains its staff, engages with customers and communicates more broadly.

See the brand positioning communicated in TV advertising.