AIG’s Direct to Consumer business launched in 2014, facing tough competition from long-established brands with strong visibility and larger media budgets. Our challenge was to build awareness, secure a top-five brand position, and drive motor insurance sales for long-term growth. AIG needed a bold repositioning.

The new ‘...It Happens’ platform uses humour a multimedia approach and New Order’s iconic track Blue Monday to reflect life’s unpredictable moments, ensuring AIG stood out and resonated with new audiences.