While the insurance sector has traditionally been a conservative market in Thailand, an opportunity presented itself for a new player in the industry. The question became how to formulate its business proposition, its product offer, sense of identity, and what it should stand forwhen the business did not yet fully exist.
LIQUID coordinated quantitative surveys as well as qualitative interviews and focus groups on a subset of the car insurance market to ensure the online only product delivered extensive benefits at a lower cost. During this process we also gathered a great deal of understanding of what would make the brand really standout. We used this knowledge to create a disruptive brand with a unique name and a powerful identity, rolling the brand out through internal branding communications,environmental design,marketing literature and external communications.