Case Study NAGICO Insurances

Advertising Case Studyfor NAGICO Insurances

1Advertising Case Study | NAGICO Insurances | Overview

NAGICO Insurances is the premier insurance provider in the Caribbean. Their headquarters are

located in Dutch St. Maarten with offices in more than 18 Caribbean Territories.

In 2009, we were asked by NAGICO to help launch their new, free roadside assistance program. After

the successful launch, we were contracted to enhance their existing brand with modifications to their

brandmark and graphic standards. The assignment culminated in the creation of their first brand style

guide.

In 2012, Axia invited Great Destination Strategies to take a look at the NAGICO brand and help

redefine their Brand Promise to facilitate their growth within current and emerging markets.

Axia is now the exclusive creative agency of record for NAGICO. We provide their print media,

campaign strategies, signage, web media and point-of-sale graphics. We also continue to help them

with the evolution of their brand.

Overview

2Advertising Case Study | NAGICO Insurances | The Logo

NATIONAL GENERAL INSURANCE CORPORATION N.V.

The Logo

Before NAGICO engaged Axia, they used the above two logos independently. The

company maintained a three color palette in their printed collateral with an emphasis on

green. Although the company had strong brand recognition in St. Maarten, they required

an elevated image to help establish a more substantial identity in neighboring territories and

future markets.

In 2009, we simplified and united the two logos into a single brandmark. Axia introduced

a warmer version of the green. The gold remained unchanged but we recommended that it

be used at a minimum. The use of black was restricted to headlines and body text. A light,

vivid apple green was added to freshen up the palette and to appeal to a broader market.

Sky blue was introduced through photography but not as an official corporate color.

3Advertising Case Study | NAGICO Insurances | Style Guide

Style Guide

A 64 page Style Guide was produced to

control brand interpretation by internal staff,

media houses and third party vendors. 6.10

Corporate Brochures

The corporate brochure is intended for

business to business communications. It

should be clean, to-the-point and highly

professional. The reader should be able to

grasp who NAGICO is, where they came

from and where they are going.

Just as importantly, the brand must be

promoted.Since a corporate brochure will be

deliberately presented to a recipient and

not necessarily displayed in an open

environment, it is not important for the

full NAGICO Brandmark to be shown on

the front cover. At minimum, the isolated

umbrella should be visible though.

The full NAGICO Brandmark must be

included on the fi rst inside page, the back

panel and at least once again on one of

the inside pages.The fi nished size may vary depending on

how it will be used or packaged.

The paper stock should be at least a white

100 lb. gloss cover stock.

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FREE ROADSDE ASSISTENCE

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dolor.

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malesuada velit. Nam ante nulla,

interdum vel, tristique ac, condimentum

non, tellus. Proin ornare feugiat nisl.

Suspendisse dolor nisl, ultrices at,

eleifend vel, consequat at, dolor.

VISION

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A New Perspective On Insurance

6.20

Caps

NAGICO Caps may be green or white. The

NAGICO logo must be prominently displayed

on the front panel as either an embroidered

(white) or screen-printed graphic.

2011 Brand Style Guide

4Advertising Case Study | NAGICO Insurances |

30YEARS

A LOOK AT OUR PAST The history of NAGICO is an amazing story of vision and perseverance. Founded in St. Maarten on February 1, 1982 by a small group of local businessmen and guided by the philosophy that impeccable customer service, careful selection of risk, strategic use of reinsurance and fast and fair claims settlement, NAGICO has been catapulted from a start-up into the mainstream.

By the time Hurricane Luis landed thirteen years later, NAGICO had already expanded into Anguilla, Antigua, the British Virgin Islands, Dominica and Montserrat. Five other storms would hit St. Maarten and the surrounding islands in the 1990s, wreaking unimaginable destruction. Combined, our claim payouts surpassed USD200,000,000.

OUR PRESENT OUTLOOKBolstered by our experiences and successes, NAGICO launched into a program of strategic expansion throughout the region, a well-thought-out plan to ‘spread the risk’. We now operate in 14 islands and have premium income of over USD85,000,000 and the best catastrophe reinsurance protection plan in the region.

Highly rated by international rating agency – AM Best, NAGICO continues to invest heavily in our people and we boast an exceptional Team of highly-qualified, knowledgeable Executives, Management and Staff.

A huge part of our success is based on our proactive, innovative corporate culture. NAGICO’s custom-built insurance management software (IMS), Insurance Pro 2.0, is a prime example. Developed with latest in cutting-edge Microsoft

technology, Insurance Pro allows us to deliver the fastest turn-around time to our customers and manage and monitor the many moving parts of our operation while seamlessly extending the same support and capabilities to our many agents and brokers.

This year, in an effort to guarantee better service and efficiency, we’ve created ‘Centers of Excellence’ – strategic groupings of NAGICO islands based on geographical proximity. We’ve assigned direct responsibility for these six COEs to various Executives tasking them to guarantee all-round ‘Excellence’.

A LOOK TO OUR FUTURE2012 marks NAGICO’s 30th year in business. We’re proud that NAGICO has, in such a relatively short space of time, become a leader in Caribbean insurance. The expansion continues. In keeping

with our driving focus to become the leading general insurance company in the Caribbean, NAGICO is seeking to expand into the southern and western Caribbean in the short- to medium-term through a combination of strategic acquisitions and organic growth.

Another growth area for NAGICO is the Group Life and Health business. We’re steadily expanding this line, offering our outstanding NAGICARE policy to more and more markets.

At NAGICO, we believe that our future is bright.

ST. LUCIA

Six years ago, a team from NAGICO’s headquarters came to St. Lucia. The task: to establish NAGICO on the island.

Two-and-a-half years ago, we began the licensing process and in February 2011 we were registered as an Insurer. NAGICO’s fixation on St. Lucia is strategic.

The largest, most populous island in the OECS subgroup, St. Lucia’s sizeable, insurance-savvy market and its pivotal position in the region make it very attractive to us. Apart from that, St. Lucia can and will serve as a crucial base of operations for expansion into the other neighboring island-territories.

Corporate Brochures

Corporate Brochures

Corporate brochures were created for 4 new

territories between 2011 and 2012.

A New PerspectiveOn Insurance

5Advertising Case Study | NAGICO Insurances | “My NAGICO Can” Campaign

“My NAGICO Can” Campaign

In 2011, we launched the “My NAGICO Can” campaign as a comprehensive strategy to consolidate NAGICO’s 18 territory marketing

efforts under the centralized management of the St. Maarten office. Sub campaigns continue to be developed which address specific

market niches. The “My NAGICO Can” campaign permeates all visual communications including printed collateral, online media,

broadcast media, signage and fleet graphics.

Can your insurance provider bundle yourcar and homeowner’s

insurance for less?

We’ve Got You Covered ! • nagico.com

To learn more about NAGICO’s great discounts, call:

XXX-XXXXor visit an agent near you

Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V. I. • Curaçao • Dominica • French Antilles Grenada • Montserrat • Saba • St. Eus tatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • Trinidad & Tobago

We’ve Got You Covered ! • nagico.com

To learn more about NAGICO’s business policies, call:

XXX-XXXXor visit an agent near you


Can your insurance provider help you growyour business with over

17 business policies?

6Advertising Case Study | NAGICO Insurances | “We Insure Almost Everything” Campaign

“We Insure Almost Everything” Campaign

NAGICO recently acquired GTM Insurances, a dominant insurer in the Trinidad

& Tobago region for over 100 years. For NAGICO’s introduction into the Trinidad

& Tobago markets, we developed a sub campaign to run as a separate series in

Liat Airline’s in-flight Zing Magazine. Concurrently, teaser banner ads were run on

Zing’s website. When a teaser ad was clicked, a digital version of the full page

magazine ad would launch in a separate window. When the full ad was clicked,

the NAGICO website would launch.

We Insure Everythingalmost

It’s amazing just how many things NAGICO does cover. From small precious things to big catastrophic events, our comprehensive suite of private and business insurance policies will give you true peace of mind. Visit us online or call an agent near you.

We’ve Got You Covered! • nagico.com


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We Insure Everything



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We Insure Everythingalmost



Now Serving: Anguilla • Antigua • Aruba • The Bahamas • Bonaire • B.V. I. • Curaçao • Dominica • French Antilles • Grenada Montserrat • Saba • St. Eus tatius • St. Kitts & Nevis • St. Lucia • St. Maarten • St. Martin • St. Vincent • Trinidad & Tobago

MAN-EATINGGIANT T O A D

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BEWA RE OFGIANT LIZARD

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M A N SWALLOWSHAMMER

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Hurricane CompanionImportant Information for Hurricane Preparedness

Compliments of

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Are YOU [email protected] • nagico.com

www.nagico.com

Bonaire

Honduras

Nicaragua

Panama

Costa

Anguilla

St. Kitts

Columbia

Long Island

Jamaica

Cuba

Dominican Republic

Haiti

Turks & Caicos

Great Inagua

Mayaguana

Crooked Island

Rum Cay

San Salvador

Cat Island

Great Exuma

NassauEleuthera

Great Abaco

Andros

Grand Bahama

Florida

Bimini Islands

New Province

St. Maarten/St. MartinSaba

Antigua

Barbuda

Guadeloupe

Dominica

NevisMontserrat

Puerto RicoBritish Virgin Islands

US Virgin Islands

St. Eustatius

St. Lucia

BarbadosSt. Vincent &the Grenadines

Grenada

Tobago

Trinidad

Aruba

Venezuela

Islas Los Roques

Isla Mona

Isla La Tortuga

La Blanquilla

Islas de Margarita

Martinique

Curaçao

“Hurricane Season” Campaign

“Hurricane Season” Campaign

Every hurricane season between July and November, NAGICO develops

a campaign to promote property and homeowners insurance. A free

hurricane companion pamphlet is made available in printed and electronic

formats. The companion includes a map of the islands with latitude and

longitude coordinates, a survival checklist and emergency numbers for all

18 territories.

Be prepared forthings that come out of nowhere.

Go to nagico.com for a free Hurricane Companion or visit us at a local NAGICO office near you.

Don’t wait until you are hit on the back of the headto prepare for this year’s active hurricane season

“I wish I got my freeHurricane Companionbefore it was too late.”

With the extreme weather activity this year, the experts say 2011 is likely to be an active hurricane season.

Go to nagico.com for a free Hurricane Companion or visit us at a local NAGICO office near you.

8Advertising Case Study | NAGICO Insurances | Corporate Website

Corporate Website

NAGICO’s 18 territories are made up of several unique cultures and

demographics. We developed a large website that amounted to several

mirror sites. It included a landing page where a visitor could select their

respective territory to launch one of 18 websites, each tailored to a

respective market.

Copyright © 2011 NAGICO (National General Insurance Corporation N.V.) All Rights Reserved

Welcome!

Bien Venue!

Bon Bini!

Select your territory:

BVIAnguillaSt. MaartenSt. Martin (English)St. Martin (French)SabaSt. EustatiusSt. KittsNevisAntigua

MontserratDominicaSt. LuciaAruba (EnglishAruba (Papiamento)Bonaire (EnglishBonaire (Papiamento)Curaçao (EnglishCuraçao (Papiamento)Trinidad & Tobago


nagico.com Vehicle • Medical

Property • Business Pantone 356 C

Pantone 143 C

Pantone 361 C

NAGICOGreen

Gold AppleGreen

Fleet Graphics

Fleet Graphics

NAGICO uses it’s fleet of company cars to

reinforce the brand. Vehicles in each territory

are wrapped with digital vinyl, portraying the

company-wide campaign with specific regional

contact information.

10Advertising Case Study | NAGICO Insurances | Calendar

Calendar

Every year NAGICO prints a wall calendar that is

issued to agents and branch offices throughout

the region for their internal use and as gifts to

customers.

Sunday

ZondagDomingoDimanche

Monday

MaandagLunesLundi

Tuesday

DinsdagMartesMardi

Wednesday

WoensdagMiércolesMercredi

Thursday

DonderdagJuevesJeudi

Friday

VrijdagViernes

Vendredi

Saturday

ZaterdagSábadoSamedi

Serving 15 Caribbean Territories... and Growing! NAGICO Head Offi ce • NAGICO Building • C.A. Cannegieter St. • Philipsburg • St. Maarten • T: (721) 542-2739 • F: (721) 542-4309 • [email protected] • nagico.com

D E C E M B E RDecember Diciembre Décembre

1

2 3 4 5 6 7 8

9 10 11 12 13 14 15

16 17 18 19 20 21 22

Aruba’s dry climate has attracted visitors who seek warm, sunny weather. The island is home to the famous Divi Divi- or watapana-tree, with its windswept branches always pointing Southwest. It was originally imported from Africa, but has since become the National symbol in Aruba. NAGICO entered the Aruba market in 2003.

30 31

23 24 25 26 27 28 29

25 26 3027 28 29

S SM FT W T 3 2 14 105 96 7 8

11 1712 1613 14 1518 2419 2320 21 22

November 2012

27 28 29 30

S SM FT W T 5 4 1 2 36 127 118 9 10

13 1914 1815 16 1720 2621 2522 23 24

January 2013

Office • NAGICO Building • C A Cannegieter St • Philipsbu

th

1 9 8 2 - 2 0 1 2

A N N I V E R S A R Y

Saba Day (Saba)

Christmas Day Boxing Day

Aruba

1 9 8 2 - 2 0 1 2

A N N I V E R S A R Y

St. LuciaThe Pitons, St. Lucia’s iconic twin peaks, dramatically rise from the Caribbean Sea to greet visitors and residents alike. This lush, tropical island has been the home to two Nobel Laureates: Sir William Arthur Lewis – Economics – 1979, and Hon. Derek Alton Walcott – Literature – 1992. NAGICO opened its fi rst St. Lucia offi ce in September 2011.

2012 Calendar

11Advertising Case Study | NAGICO Insurances | Billboards

Billboards

Billboards are designed with short, simple

messages promoting specific insurance

products. NAGICO uses billboard advertising

primarily to build brand awareness.

12Advertising Case Study | NAGICO Insurances | The New Tagline

The New Tagline

For nearly 10 years, NAGICO has used “We’ve Got You Covered” as their tagline. Since our involvement with the

company, we have maintained that it should change. We demonstrated that at least 20 other companies are using or have

used the same tagline and that it was not performing as a true differenciator. In May of 2012, the CEO finally agreed that

the process to develop a new tagline should begin as soon as possible.

Before we could arrive at a tagline that would perform well for NAGICO, the exisitng brand had to be examined and

updated. Per our recommendation, Mary Klugherz from Great Destination Strategies in Seattle was engaged to activate

and manage the process. She flew to St. Maarten where she interviewed company stakeholders. With Axia’s creative

support, several new brand directions were developed. The three finalists included the following concepts:

Forward Thinking – NAGICO is a progressive, adaptable and innovative company, anticipating the future in the

development of new products, creation of systems to facilitate the business, use of technology or moving into new

markets.

Responsive – NAGICO is responsive to its markets, whether it is in quick claim settlement, quality customer service,

flexible policy development, new product creation, providing care and compassion in difficult times.

Financially Strong – NAGICO’s financial stability is a result of responsible management, operational discipline, and

strong, consistent company standards.

The approved brand direction was the third concept- Financially Strong. The next step was to write the Brand Promise

to articulate the brand. This would serve as a measuring device for the creation of several plausible taglines.

13Advertising Case Study | NAGICO Insurances | The New Tagline

The Tagline

The Brand Promise“NAGICO Insurance is a financially strong and innovative insurance provider leading the insurance industry

in the Caribbean. At NAGICO we provide our customer with exceptional value through our competitive and

flexible products, expertise and responsive service offered throughout our regional network of branch offices,

agents and brokers in the Caribbean and future markets. The NAGICO experience is shaped by the many

cultures of the Caribbean, which enhances the quality of life for our customers and the communities in which

they live.

This is the NAGICO Way.”

From this, 40 tagline candidates were considered, 15 were vetted. Five strong recommendations were submitted

with one recommendation.

Your Way Forward

Solid Solutions for Life

Our Strength. Your Freedom.

Our Strength. Your Future.

Stronger. For Your Future.

We recommended Stronger. For Your Future for several reasons. The word “Stronger” implies that NAGICO is stronger

than their competitors, stronger than ever, stronger despite the challenges that come from always honoring claims after

a huge catastrophe. It also implies that NAGICO is the stronger choice a customer can make to secure their future. “For

Your Future” speaks directly to the customer. It touches on the number one reason people buy insurance, to protect the

continuity of their lifestyle into the future.

Axia is an award-winning visual communications company

specializing in Branding, Advertising and Wayfinding for City,

Corporate and Retail markets.

We provide solutions to move people forward, companies upward

and communities onward. Axia is a place where great ideas take

flight. We believe that there are no bad ideas, just steps in the

process of creating winning solutions. Our clients are always

encouraged to participate in the design process.

Our motto is simple. “Provide the best creative solutions for the

best clients for the best results– and have fun doing it”.

The primary goal of our Advertising services is to increase and

retain our clients’ customer base while strengthening their brand

equity. The desired results are continued market growth, brand

recognition and sustained credibility.

We accomplish these goals by fully understanding our clients’

industry, their unique offering, competition and target audience.

We develop a strategic marketing road map which identifies

calendared marketing opportunities and trends. We collaborate

with each client’s marketing team to develop creative campaigns

that align with these opportunities for efficient and measured

results.

For more information, contact an Axia representative by calling

561.282.6205 or visit us online at axiac.com.

C R E A T I V E

Design

Case Study NAGICO Insurances