'Care and Charity Online' launch by Gravity for Eccelsiastical

About the product
Care and Charity Online is a complete online solution for brokers. It takes just seven minutes from the start to get a full a quote and brokers can buy the policy there and then online with documentation immediately available.

Such Quote and Buy products in insurance are not unique but they tend to be for standard product. For a niche product like Care home and Charitable organisation insurance it is pretty special. And it needed special treatment to make sure the product development investment paid off.

Our creative solution at a brand level was to create a new and highly distinctive visual language that reflected their unusual ‘hand' logo and would provide us with a vehicle to talk about their product and service excellence, which had just been recognised by brokers who had voted them number 1 in their niches.

Our solution was to use artist painted hands with the end line ‘you're in good hands' and by 2009 we had successfully raised awareness from 6 to 30 per cent and driven a 28 per cent increase in sales.