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Admiral


We have worked with Admiral Insurance since 2009, when we were asked to implement a comprehensive multi-year brand tracking programme for the Admiral brand across its different insurance products.

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Admiral


We have worked with Admiral Insurance since 2009, when we were asked to implement a comprehensive multi-year brand tracking programme for the Admiral brand across its different insurance products.

The UK insurance industry is highly competitive; driven by disloyal, price-sensitive, savvy consumers, with access to a range of price comparison websites. As a result the role of brand has never been more important in driving customer choice and promoting providers like Admiral as customer-focused with the best possible deals.

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Improving brand performance


Improving brand performance


The UK motor insurance industry as a whole has been loss-making for the majority of the last 20 years. Admiral Insurance is an exception and since Morar started working with Admiral, to understand and improve brand performance, pre-tax profits have risen by over 35% to £370 million in 2015.

Admiral's brand was initially very different, with their marketing campaigns based on a perceived cheap-and-cheerful pirate/parrot combination of characters. Our research soon uncovered significant brand weaknesses, both from an image perspective and also due to purchase funnel issues. These provided actionable insight from which Admiral was able to reinvent the brand. 

After 15 waves of brand tracking underpinned by Morar’s proprietary brand research platform, we are still able to uncover truths and help shape future performance. This is supported by a thorough understanding of the market landscape, detailing how Admiral’s marketing campaigns are influencing brand perception and where challenges arise from the competition.