Union Motor Insurance was losing market share rapidly due to many small leasing companies entering the motor insurance category. While many people were looking at Union Motor for life insurance, the same customers were not coming to Union Assurance for their motor policies. Union Motor wanted this stopped and wanted to establish top of the mind recall amongst customers wanting to renew their motor insurance policies. Hence Sarva was briefed to change the Union Motor Insurance brand perception to appeal more to customer needs. To develop the product further,Sarva worked with experienced researchers in the category and realizedseveral important points.

1). Motor insurance was a grudge purchase most people had no requirement for.

2) A change was required in the insurance productsUnion Motor offered the consumer market .

3)Most consumers felt Ceylinco VIP offered a far superior product compared to other insurance providers .

4)Customers did not think of Union Assurancewith regard to motor insurance as they did not have a unique offering in the motor insurance category.

When these insightswere compared with the existingUnion Assurance product offering, it was very clear that Union Motor offered the same benefits as Ceylinco VIP and at a cheaper price.

Hence Sarva looked at an interesting, attention grabbing means of communicatingthis message to customers and developed an advertising clutter-bustercampaign witha toy dog toget the message across to the target market.

The communication was an instant success and the message reached a large target audience overnight. Hotlines were flooded with inquiries and Union Assurance successfully captured a respectable market share in the motor insurance category.