TransRe

"Awareness of TransRe in the reinsurance industry is high, but communication is low. How do we get infront of the reinsurance decision makers to start the conversation?"

BACKGROUND

TransRe is a U.S. reinsurance company founded in 1977. They are a relatively small company in their industry but compete with the “big dogs.” TransRe has never done any advertising or promotions before.

RESEARCH

Forbes articles
Surveys on C-level attitudes
2015 Flashpohler Cedent Report
Reinsurance white papers

AUDIENCE

The “C” Suite (CFO, CEO, Reinsurance Officer, Board)

These C-level executives are extremely busy. They worry constantly about global economic health, competitive unknowns and the security of their company, employees and clients. They have the weight of the world on their shoulders and do not have time for B.S. marketing.

FINDINGS

TransRe originally proposed we target only CFOs, however, based on our research, we felt that targeting the decision makers as a whole would be more effective as they act as each other’s “circle of trust” and therefore, have influence over each other. Also, the reinsurance industry as a whole has very generic branding- we want to position TransRe in a very different way from the category so they can build more meaningful relationships. The industry is also full of conferences and trade shows all over the world that are heavily attended by our audience.

INSIGHT

The more knowledgeable we become, the more difficult we are to understand.

CREATIVE IDEA

“Reinsuring, smart and simple.”

MANIFESTO

RELATIONSHIP MODEL

Alternative to a campaign timeline.

PRINT/ONLINE

Ads will highlight major benefits of TransRe such as flat management system=easy access.

CONFERENCES/TRADESHOW

TransRe will sponsor things at these events that make life "simple and easy" for the attendees like the coat check and wifi. Also, all collateral materials will be plain white with "we said simple." These professionals don't need a bunch of empty brand works, they just need a contact.

LIAISON LEAVE-BEHIND

Candle with humorous copy. This will sit on the "C's" desks for some humorous relief and keep TransRe top-of-mind..."smells, like fresh policy."