CG INsurance - Aunt Angie
The Situation
CG Insurance is a Caribbean insurance company that has, in recent years, scaled up tremendously in terms of reach across the islands. Through several acquisitions, for the first few years, its biggest need was getting people to know CG Insurance, as a general brand. After a few years of brand stability, they faced their next problem: Product Education.
For that, we came up with a solution - the Caribbean’s first-ever brand character.
The problem
People need insurance, but they don’t understand it because it’s complicated. And when we don’t undersatnd something, we tend to ignore it.
The insight
Not having proper insurance can lead to disastrous outcomes. People may ignore what’s complex, but they love to be entertained. So we needed to entertain people into understanding insurance.
The Solution
Meet Aunt Angie—your lovable, eccentric aunt who has been there, done that, and lived and always had CG insurance by her side. Aunt Angie is not just a storyteller; she’s a testament to the reliability of CG coverage.
The Results
We saw wildly good results within the first year of Aunt Angie being in market. Since then, the team has created 3 more rounds of spots, and Aunt Angie has become a pillar of the CG brand.
69% YoY growth
319% ad recall across core territories
62% average increase in consideration
51% average increase in conversion