CAA Insurance Company has taken the next step in the company’s larger strategic plan, launching a new consumer-oriented brand identity – the first time it has done so in its nearly half a century of history.
The new identity falls under the larger CAA Club Group of Company’s updated brand platform, “Driven By Good,” and includes a new brand tagline, positioning and story that is rolling out through an integrated campaign incorporating TV, radio, OLV and social messaging. Much of the new marketing trades on the CAA’s reputation for consumer trust, and aims to “continue to build trust with Canadians,” according to Matthew Turack, group president for CAA Insurance.
“As we continue to grow in both the direct-to-consumer and broker channels, it’s important to showcase what makes CAA Insurance Company different,” he adds.
Some of those differences are emphasized in short, 15-second spots that convey the message in a humorous or empathetic way. In one, insurance is likened to a ballpark hot dog, with narrative voiceover contending that “you shouldn’t have to pay extra depending on where you bought it from.” In another, the insurer actively calls out its own logo, branding it “the oval of trust.”
All of the marketing efforts centre on a new tagline, “Making Things Better,” which aims to capture the overall spirit of the new identity and connect with new audiences who might be weary of their existing insurers.
“Our brand marketing campaign focuses on relatable everyday moments that deliver information with empathy, reassurance, honesty and some humour to connect with our target audiences,” explains Rhonda English, chief marketing officer for the CAA Club Group of Companies. “By creating a unique voice that speaks with care and concern, we are able to easily show the CAA Insurance brand’s personality.”
“We are focused on modernizing insurance by championing fairness and creating products, programs and discounts that add value to people’s lives,” says Turack. “Our new brand campaign is a testament to our commitment to lead the insurance industry by always doing the right thing.”
CAA Insurance worked with Isaac by Deloitte on the campaign, the first wave of which will be in market until June 2. The second wave will launch in early September and run through to mid-December.
