goodtogo Insurance
The Challenge
Become the go-to travel insurer for the nation’s most seasoned travellers – despite being outspent.
The Ugly Truth
goodtogo were talking to people who needed protecting, about insurance. Their audience were dreamers planning their next adventure. they had mistaken their category for their customer.
Solution
A brand rooted in one human truth: the desire to keep going doesn’t fade with age – or when health gets in the way.
The Living Proof
A brand story that the audience recognises in themselves. Travelling seamlessly across identity, sonic branding, TV and radio.
The Big Idea
Live Freely
Life doesn’t need to slow down as we age or when our health gets in the way, it should be set free through travel.
Getting to know the people behind the poilcy
Travel insurance has decided that age is the most important thing about the people it insures. goodtogo knows it isn’t. Age and medical conditions might shape the insurance someone needs, but they’re some of the least defining things about who they are.
The goodtogo brand evolved from one human truth: being goodtogo isn’t a product promise. It’s a feeling. The confidence and freedom to keep saying yes to the next adventure. The brand captures the audience authentically; windswept, sun-soaked, mid-laugh and fully immersed in the freedom of travelling.
Seen. Heard. Remembered…
The identity was designed to live beyond the visual. A distinctive sonic brand ensured goodtogo’s personality was as recognisable through sound as it was through sight.
That same spirit travelled to TV, where the campaign inspires audiences across ‘XYZ’ channels to say “absolutely” to their next adventure, with the reassurance of being goodtogo.
Play
A brand icon that never stops…
Threely is goodtogo’s key iconic asset. A visual symbol of freedom, like an ellipses its open-ended and wonderfully unresolved. Packed with the same spirit, bounce and pep as our audience.
