African Alliance

African Alliance Plc. is an insurance company established in 1958 and has been operational for over 59 years in Nigeria. The company over the years became old in disposition in the insurance market, lacked visibility and was out of touch with the youth market and current technologies.

Client
Needs

In order to remain competitive and profitable in the industry, African Alliance needed to rebrand and communicate for the first time in over 40 years.

Our
Approach

We took a holistic approach to this project. Distilling the brand with our proprietary brand filtration tool, we had a total overhaul of the business from the identity, Logo, branded collaterals and operations. We identified the target audience and then developed an in-depth insight analysis into their lifestyle, influencers/triggers, behaviors, beliefs and motivation etc. To this end it was important to develop communications materials that would make meaning to them, and also explore channels that would reach them effectively. The campaign was broken down into 3 phases:

Phase
1

This phase included the rebranding campaign where we conceptualized and revealed a new identity for African Alliance, internal communications, website and mobile app upgrade, advertising and public relations.

Phase
2

This phase saw the launch of the thematic campaign which African Alliance runs till date, “Everything on check” across different communication mediums;

Phase
3

This was the sustenance phase which is billed to launch next year in commemoration of their 60th Anniversary celebrations.

Strategy

We ran an integrated marketing communications campaign (ATL, BTL, Digital and Experiential) bringing all facets of our services into play.

We successfully re-launched the brand at the George Hotel; the conceptualization and execution of which was handled by the Event/Experiential unit of the agency.

Following the successful re-launch, we embarked on an intensive ATL campaign, making strategic usage of media native to the target audience.

Continuous monitoring and evaluation of the campaign to ensure quality service delivery and restrategizing in cases of low performance was carried out on this campaign.

We conceptualized, developed and produced all creatives for this campaign ranging from TV and Digital ads, Radio, Press and Outdoor materials. We also had a brand acculturation period with African Alliance internal stakeholders to ensure that they live out the new brand promise and expectations.

Brand Strategy Development

Brand Strategy Development: We developed a brand strategy and positioning for African Alliance Plc, moving it from an old-fashioned brand to an agile, game changing youth-focused brand that appeals to a new generation in living a fulfilled life. We determined the brand personality and developed the brand construct

Brand Identity Development

Based on the brand strategy, we created a new identity for African Alliance Plc complete with a Corporate Identity Manual and introduced the new identity to the public

Previous Logo

New Logo

Taking a cue from the combination mark logo style, this inimitable logo adaptation is presented as a diamond shaped logo which speaks to the brand’s offering –Value.

It uniquely consists of two letter ‘A’s leaning on one another and solid base which speaks of the brand’s attribute of having a solid insurance base which make it a firm and dependable brand its teeming target audience can rely on.