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Trident Insurance aims new campaign at gay men

Trident Insurance has worked with Nation1 Digital on a campaign to build its brand among gay men in London.

The Ilford-based insurance company appointed Nation1 to develop a brand, positioning and digital campaign. Its response includes the positioning statement "We take care of everything" and a campaign website.

Nation1 said the client "didn't want to invest heavily in media until the concept was proven" so it eschewed SEO and PPC and focused on banner advertising and digital PR.

The agency worked with an ambient media partner to distribute branded beer mats to gay bars in London and Trident also advertised in gay magazines.

Trident CEO Robert Marshall said: "As a company we are very much a David to the Goliaths in this industry, but Nation 1 has turned an initial conversation into a real time event which I find exciting and ground breaking."

Featured by The Drum