The Loyal Guardian
A new insurance company entering the market in 2014, in an already established environment with six large companies for over a decade, was faced with a challenge of creating a brand visible enough to compete with the big boys.
We were invited to pitch a name and logo for the company, amongst seven other competitors.
The New Player in the Market
After a careful research, we realised that all the competitor brands were flashy, sparsely developed and lacking the seriousness and boldness fit for a big insurance company.
So, we decided to take a more unusual, conservative approach, to brand this potential client. We were determined to use an animal as a symbol. One that represents strength, wisdom and security. None other than the local Illyrian shepherd could fit this description better, giving it a local touch, since this breed is a native of Sharr mountains.
The wording we came up with is a combination of two words: Scardus, which is the ancient name of Sharr mountains, and Guardian, creating an unusual, yet catchy name, fit for the emblematic Illyrian shepherd standing tall.
We won the competition, and were subsequently given the task to launch the new company through two products, the Full Insurance for cars and the Home Insurance, both competitive in prices and services provided.
Kasko Insurance
What was unusual about this product was its affordable price. This proved to be the best way to enter the market and beat the competition, swiftly becoming people’s preferred insurance company.
We produced a funny TV commercial, disassembling an entire sports car, to demonstrate how easy it is to steal a car, and how painful it is not to insure it.
The campaign ran as a product, as well as brand image communication, immediately placing Scardian as a serious contender in the insurance industry.
Home Insurance
A follow-up of the Full Car Coverage campaign, affordable Home Insurance was the second campaign that established Scardian in the industry.
Similar to the previous campaign, we produced a funny TV commercial of a house being ripped apart by thieves.
Both campaigns were received extremely well, increasing sales at a record time.
Branding an Social Media
Parallel to the campaigns, we branded all the offices, shops, cars and other materials, making Scardian very visible, giving the impression they’ve been around forever.
Social media presence was key for brand awareness, and we used its full potential to make sure Scardian was seen and heard in all available communication tools.
