Context : Over the years, Sompo Insurance has tried to communicate with consumers by drawing on the strengths of various insurance innovations as selling points. They received good response in terms of sales however, brand recognition in the market remained low.

From the research, consumers recognized an insurance brand with the red & round logo but didn’t know what brand it was.

Idea : Instead of directly emphasis on highlighting the brand name, we took the risk to use current consumers’ brand recognition of something red and round. And turn this into our strength brand identity that consumers can remember us.

Together with new storytelling approach through online film by repetitively show a red & round logo from Sompo Insurance.

This continuous repetition of the image works as a reinforcement of brand identity into people’s mind. The red & round logo that comes to solve the problem. And this logo is Sompo Insurance

We mimic the consumers’ behavior when were forced to seek solutions in difficult situations or when they fell into their own thoughts repeatedly, they tend to automatically pick up same solution or people to talk to. Now with the repetitive image of red & round logo in many situations regarding insurance problem from the file, they will be automatically think of Sompo Insurance as solution.

Result : Within few hours after launched on social media, the campaign received a great response.

Sompo Insurance is highly mentioned in online platform and consumers able to connect the image of red & round logo as Sompo Brand.

• 40m reach within a few days after campaign launched.
• 58k Engagement