Summary
Traditional insurance assumes young drivers are dangerous, so punishes them with high premiums. Kudo makes age irrelevant, rewarding good drivers with cheaper insurance. So, the strategy for the new brand was to break all the negative conventions of insurance.
Challenge
Kudo offers a unique gamified risk selection process. But how do you signal to good drivers that it’s a genuinely different way to get insured?
Method
Dan ran a Miro interactive branding workshop with the Kudo development team. The group workshopped the strengths and weaknesses of several exploratory brand territories devised by Dan. Then, through the lens of the preferred route, ‘Good Triumphs’, the group drafted a set of brand definitions and principles together.
Insight
Everyone hates insurance. But Kudo’s gamified app challenges the way the category usually behaves. This is app-based insurance that rewards the UK’s best drivers – and eventually holidaymakers and homeowners too – with cheaper insurance. Uniquely, Kudo scores you before it quotes you, using your personal data to set the fairest price. In the broken world of insurance, Kudo is squarely on the side of the consumer.
Strategy
A world where good people are rewarded with the best insurance.
‘Good’ generally doesn’t come into the conversation about insurance. Dan helped the Kudo team articulate their counter-intuitive positioning – insurance as a force for good. The idea set a high internal bar for everything from pricing to hiring to sourcing to partnerships. Kudo committed to break every negative convention of insurance: unfairness, lack of trust, bureaucracy and poor value for money.
Expression
NB’s designers created an 8-bit graphic treatment as a metaphor for playing and winning. The lo-fi logo, inspired by early gaming, is built from solid pixels and the entire aesthetic is two-dimensional for simplicity and standout.
Campaign
Working from the new value proposition – ‘We’re cheaper because we only insure the best’ – Dan and the team flipped insurance logic, challenging customers to prove they were good enough to be insured with Kudo. Messages based on real data played on people’s competitive instincts: “It’s official: women are better drivers than men” and “Hey, Hyundai drivers, BMW drivers are safer than you.”
Appreciation
“NB brought us on a journey of discovery that took us to places none of the team could have envisaged. The result was a brand identity and attitude that is unique within our industry, and one that has already resonated very well with our customers. All done in a very enjoyable and collaborative way. Encore NB.” Peter Graham, Founder & CEO, Kudo Insurance
Credits
Designer: Sam Pittman / Creative Director: Nick Finney / Clients: Amy Wilson, Peter Graham, Tim Graham / Client Manager: Jennifer Turnbull
