Objective
To communicate Benfield’s uniqueness through a theme that could be delivered across a number of mediums'.
Cars
Adverts
Venue dressing
Parameters
Theme needed to operate in 3D (on cars), in news print (adverts) and in
an environment (at the Benfield Centre)
Brand Architects’ Strategy
Benfield’s innovative approach to creating new products or services by restructuring existing tools in the marketplace led Brand Architects to use meccano as a metaphor. In 2006 this theme was linked with the Endless Possibilities copy line, which was further developed into Driving Innovation in 2007.
The cars provided an opportunity to design a memorable graphic that could be seen from a distance or up close and from different angles. The graphic also had to work in adverts at a smaller size and on a larger scale on exhibition panels where it would be larger.
Added Value / Solution
The powerful graphics on the cars created a noticeable presence in the square at Monte Carlo the brand was further endorsed by advertising in Insurance Day that was handed to delegates on a daily basis. The central location at the Benfield Centre overlooking the square also reinforced the brand. The innovation theme was, therefore, reiterated at a number of different touch points at the event, creating a clear perception of the uniqueness of the brand .
