DialDirect
Dial direct Insurance South Africa covers Home Insurance, Business Insurance and Buildings Insurance.
Reinvigorating a legendary brand
Having recently gone through a brand revamp that included the development and implementation of a new strategy and business direction, South African short-term insurance company, Dialdirect, required a tone of voice to bring the brand to life consistently across all agency partners. This is aimed at creating a brand that would not only challenge leading players in the market, but moreover create greater resonance around the new brand.
Key objectives included the creation of a tone of voice that would appeal to the intended target audience as well as attract potential customers to the brand. What was the brand proposition that led to this work? The clarity to do it once, the drive to do it right.
The market was divided into the category price leaders, using fun and friendly communication to justify cheap policies, and the more traditional broker-led players who proposed a more staid and reassuring messaging. No one was owning a fresh, but premium space and this was an opportunity for Dialdirect.
Straightforward, honest and practical, Dialdirect is a brand that doesn’t mince its words. Dialdirect believes that every conversation with consumers inspires confidence.
The TOV has simplified the somewhat complex concept of comprehensive insurance. Packages, options and details are more easily understood by all potential customers allowing for more effective and engaging customer interaction.
