AIG Companies


Branding

"Honing a Verbal and Visual Brand"

The marketing goal was to create a brand that would be seen as something entirely new while also creating a friendly and compelling sell that speaks directly to the needs of the broker, employer and employee.  However, the real challenge was to craft a consistent verbal and visual message, no matter the product or the audience. 

All pieces were written and designed so that they could be used separately or with any combination of other pieces.  The text consistently presents the AIG@Work platform story and the individual product story in straightforward, compelling language.

The brand look is unmistakably white, with energetic photography, a large presentation of the AIG@Work brand mark, and a layout and attendant graphic that brings the eye to the markw.


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Product Introductions

"Crafting Selling Hooks that Work"

M+S creates a range of items for DA&HD both to motivate brokers to attend new product launches and to explain new products.  While AIG looks to us for tactical ideas to motivate people to attend, we also provide essential strategic guidance in defining the product position.  With a carefully shaped strategy, we are able to create language and graphics for broker pieces that explain the products and excite the brokers about both their own growth opportunities and the advantages DA&HD’s products have over competing products.


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Direct Mail

"Cutting through the Clutter"

To introduce a new DA&HD insurance product, Flex Shield, we created an unusual shaped mailing piece, 4” high and 8” long, folding out to a length of 40”.  Playing off the idea of a shield as a protector and a safeguard, we used road signs to dramatically and humorously illustrate the key features of the product — ahead of the market, cost-effective, flexible and easier to administer.

Delivering the message in this direct way makes the key features distinct and memorable in the target’s mind.  The involvement of the recipient in opening the piece and seeing the message slowly unfold makes it stand out.  Each feature of the product is presented briefly and powerfully on the front side and explained in detail on the corresponding back panel.


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