*Author and creator of the methodology for brand strategy is Anja Bauer Minkara – All rights reserved, 2003.
Grawe Insurance has been present in Croatian market for almost 20 years. It was the first international insurance in Croatia and a longtime leader in life insurance. Since 2005 its perception has dropped and since 2009 its sales have started to decline, too.
The qualitative research has shown that insurance in Croatia was perceived as a very functional category. In order to differentiate in such market and to gain back share, we had to enrich Grawe brand with relevant emotion.
Our insight was that when people buy insurance, they want to insure more than just cars or property; they want to insure their dreams. That is why we repositioned Grawe as the insurance of people’s dreams. Grawe motivates people to live their dreams and keeps them safe while doing so.
Senior Brand Consultant: Anja Bauer Minkara
Brand Consultant: Petra Despot
Implementation: Jelena Mezga
Design and communication strategy: Bruketa&Žinić OM
Creative Directors: Davor Bruketa, Nikola Žinić
Strategic Planner: Ivan Tanić
Art Director: Neven Crljenak
Copywriter: Ivan Čepelak
Junior Copywriter: Dražen Novak
Account Director: Ivanka Mabić
Account Asistent: Martina Brnić
TV production: Komakino
Director: Miša Terzić