Hamilton Bond: Creative concepts
Hamilton Bond is a firm of commercial insurance claims consultants and a subsidiary of the Jelf insurance group. Much of Hamilton Bond’s work comes from referrals from insurance brokers, who recommend their specialist services to clients with high value claims pending. The brand had become dated and the firm was losing market share, suffering particularly from a lack of awareness among Jelf brokers, who should have been recommending Hamilton Bond’s services to their clients.
First of all, Hamilton Bond needed a rebrand and a clarification of its value proposition. It then required a campaign that would run internally within the Jelf group, targeting insurance brokers with the aim of raising awareness and showing how they could add value for brokers. The objective was to put Hamilton Bond front of mind when brokers took major claims calls from clients and the KPI would be referrals.
We implemented a rebrand, including a rewriting of the value proposition and a new strapline, For the Better. We provided them with brand guidelines and assets and imagery for them to update their website. We then came up with a campaign plan based on the concept of a James Bond-style hero, called Hamilton Bond, who was a specialist in resolving business crises and maximising insurance settlements. We created a character, which we then brought to life in a series of videos, emails and printed collateral. The campaign went out to Jelf brokers via a range of channels over a three-month schedule, with weekly competitions to drive engagement and raise the profile of Hamilton Bond. We produced all the content and creative, sourced competition prizes and presented Hamilton Bond with a complete campaign plan for them to implement.
Services completed for Hamilton Bond to date include:-
- Communications strategy
- Website design and assets
- Value proposition and strapline
- Campaign planning
- Project management
- Content writing
- Video production
- Print management
The first weekly competition drew 77 entries, showing that the printed launch materials had succeeded in raising awareness of the campaign as a whole. Within a month of launching the campaign, referrals had increased by 230%.
Clockwise were engaged to create Hamilton Bond a new brand and message. As part of the process, they proposed a multi-channel campaign and promised ‘big returns ‘ for a defined budgeted spend. They delivered on that promise creating an engaging campaign along with weekly reporting to prove results, we achieved our target within 3 months.
Managing Director, Hamilton Bond