TID - Brand Strategy & Launch Campaign

The Challenge

TID – Brand Strategy & Launch Campaign

Building a new brand identity & voice for an established online travel insurance brand. TID is known for their great value product that is quick and includes a easy seamless purchase path. However there was little user engagement outside purchase and little brand loyalty or retention. In a highly competitive market place this needed to change. After holding a series of collaborative workshops with branding agency End Of Work, we repositioned TID to stand out, not just for insurance but for a fabulous customer experience.

The Process

Collaborating with TID General Manager, CEO, Head of Customer Service and Marketing, we gathered the analytics around our current users and broader market data.
We engaged End of Work, a small but excellent brand agency specialist, to help us through the branding process.
With help from Justin & Goran, we began with an intensive workshop by defining each of our user groups’ requirements, needs etc and plotting them out in a matrix focusing on: Needs, concerns, how we want users to feel, benefits etc.
From the workshop, we articulated the core values and descriptors that began to define the voice of the brand. It became clear that there were both functional and emotional elements that spoke the users needs and aspirations.
Once we had agreed upon the core values we worked with End of Work to refine the mission statement, proposition and voice for the brand.

Campaign Launch

The first outdoor campaign with the new brand identity featured a rich array of dynamic imagery with the new interchangeable colour palette, along with a down-to-earth, accessible tone of voice. The new TID promise was summed up in the punchy tagline…

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The Outcomes

Outdoor campaign covered all states rail and bus networks, the large scale signage with minimal design gave the campaign great cut-through in the space.
The outdoor campaign tracked and was found to help TID increase customer awareness, engagement and propelled TID to achieve its most successful month of sales ever.
Working with End of Work, we created a new personality for the brand and gave it a distinctive voice in a crowded market, the new logo acted as a ‘window to the world’.
End of Work was awarded ‘Best brand identity’ for TID Brand book at AGDA 2012