Carole Nash campaign developed by Tangible
Motorcycle insurance specialist Carole Nash is to begin a marketing campaign, handled by Tangible, which has included the redevelopment of its website.
Following a major brand and market research exercise conducted among bikers by The Gate over a six-week period, involving qualitative analysis with age and region segmented focus groups as well as interviews with hundreds of motorcyclists, Tangible developed a created campaign for the client.
According to Gary Robinson, creative director for Tangible the key challenge was to make the connection with enthusiasts as Carole Nash extends its brand.
“The treatments aim to connect through headlines that are observant, knowledgeable and witty. We want to raise a knowing smile that demonstrates Carole Nash’s understanding of the passions involved and highlights its specialist expertise,” added Robinson.
New press ads are to be rolled out across specialist publications in July bearing the new strapline, ‘The Care It Deserves’, and combine empathetic themes which have an emphasis on policy benefits which differentiate Carole Nash from rival brands.
The newly refreshed website has been created in-house in partnership with digital agency, Stickyeyes which aims to emphasise ‘the Care It Deserves’ theme by focussing on key product and service differentiators and benefits.
The redeveloped site now offers easier navigation and features an intuitive, self-learning knowledgebase to better serve online enquiries. The site was also tested against the marketing following The Gate’s findings.