Growing Simply Business to over One million customers
With nearly one million UK customers, Simply Business is one of the UK's biggest providers of business insurance. How can it make noise in such a crowded and typically staid B2B marketplace?
INCREASE IN
BRAND RECOGNITION
INCREASE IN
CONSIDERATION
UPLIFT IN
TRUST METRICS
Challenge
Insurance is low interest and low frequency. People only think about it at renewal or in a crisis. That is why the giants like Compare the Market and GoCompare spend £100m+ a year, to stay top of mind. Our challenge: keep Simply Business salient when we are outspent 10-1.
INSIGHT
Small business insurance is bought on autopilot. The brand that comes to mind first, wins. That’s why so many insurers play a name game.
IDEA >
SIMPLY THE BEST
Our Brand idea sets Simply Business as simply the best small business insurance in the market, By reimagines the world famous song “The Best”, and switching the hero lyric to “Simply Business”.
CULTURAL
ADVANTAGE
We leveraged something already embedded in culture. With 2 million streams a week, the track brings instant recognition, emotional pull and nostalgia.
By making the brand the hook, we created a distinctive, repeatable asset that cuts through, builds memory and earns attention. In a category driven by spend, we used culture to create an edge.
