A known, preferred alternative in record time.

Challenge – low level of interest and monopoly situation
In Norway there were approximately 80,000 paid-up insurance policy contracts in 2005, 90% of which were administered by two companies. These policies gave a poor return. The market was not very interested in and knew little about paid-up insurance policies. Silver was established to boost competition in the market and the main challenge was to get the holders of paid-up policies involved. The market needed to receive some training on paid-up policies and find out which administrator they should switch to.

Solution – familiar, but new
Insurance is looked upon in many ways by most people like having a bank account. It is something we are used to relying on. Silver's visual identity used known features from the banking and insurance sector which would create peace of mind and facilitate recognition. Up-to-date, innovative values were also added. The identity reflecting a strong, dependable challenger for an adult target group was highlighted by a design that instils confidence. The visual identity was linked to the name and target group, from the signature to the pattern, colours and typography.

Result – highest unprompted recognition
As both a new and relatively small operator, customers' level of knowledge about Silver is amazingly high after such a short time, and completely on a par with what they know about the biggest operators. The management capital target was set at NOK 1 billion after 3 years. This target was already achieved after 1 year, with the management capital currently at NOK 3.5 billion. A survey carried out among visitors to dn.no shows that a full 60% of people say they want to shift their paid-up policy to Silver. Silver has managed to attract attention and, not least, encourage people to take action. Before Silver entered the market, moving paid-up policies was simply a non-starter. Currently, Silver's customers have a balance for their paid-up policy which is three times as high as the average in the other companies. The design strategy has created a vibrant brand in record time.

Categoryi: Design management – branding – sales and communication

Company: Silver Pensjonsforsikring AS

Design: Brandlab AS

Award / year: Design Effect Award - 2009

Category: Recipients