Wedsure: ‘Cos nothing is a sure thing.
You can’t drive your car off the lot without insuring it. Yet in Australia, a wedding can easily cost twice that of a car, and only a fraction of weddings are insured.
Out of the gate, The Product Agency was superb to work with. They were enthusiastic, creative, and lateral thinkers who were focused on delivering a well-thought-out product strategy. They are an important partner and I commend them to any business looking to grow their business digitally.
Eddie Feltham, CEO, Wedsure
The challenge
When it came to building out Wedsure, the focus was on creating awareness of wedding insurance; then providing surety in the product: and finally, providing a clear value exchange with customers.
From the brand. To the narrative. To a contemporary user experience supported by social media and even an entertaining podcast series. Starting in Australia, the brand is now set for New Zealand and the United Kingdom. “Cos nothing is a sure thing” when it comes to the special day, wherever you are.
The approach
In what is otherwise a small category of insurance in Australia, the strategy was to significantly grow the category by challenging all aspects of it and creating a far broader awareness of wedding insurance as a thing.
To do this, we started with the brand and narrative: rather than the cliché white wedding dress feel, the brand instead speaks honestly and, at times, humorously about what really can go wrong at a wedding - not quite getting hitched in Vegas, though not too far from it.
The website was built out, including calculators, quoting, and purchasing, integrations for claims and underwriting, and integration with Hubspot for CRM and marketing. All key social channels were established, and a competition was launched encouraging submissions of the worst wedding stories imaginable.
Both performance and organic traffic efforts followed, as well as a six-part podcast, “Wedding Disasters”.
A successful launch and a long-term roadmap focused on securing as many special days as possible.
The results
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