PPS is a mutual insurance company catering exclusively to graduate professionals, where members own the company and share in its profits – a unique model in the insurance landscape.
The Challenge
PPS was an unknown brand in a highly competitive industry dominated by mass-market insurers.
Its unique mutuality model was not well understood, and consumer skepticism around insurance was high – especially in a tough economic climate where people were cutting back on policies.
With a tiny budget and only 0.43% SOV, PPS needed to stand out in a category dominated by giants.
Insight & Solution
Success isn’t just about what you earn – it’s about what you share.
The campaign, “The Secret to Success Lies in Sharing It,” highlighted the power of mutuality through:
- A striking TV ad featuring rival bakers -one struggling, the other thriving because everyone in his bakery “owned” the business. A metaphor for PPS’ unique model.
- Distinctive print and digital ads featuring iconic partnerships (The Beatles, Harley-Davidson), reinforcing the idea that shared success creates greater value.
- Expanding beyond niche professional journals to include TV, mainstream business press, and online media, reaching a broader professional audience.
Results
- 122% increase in leads – huge brand momentum from a small budget.
- 9.1% revenue growth (outpacing the industry’s 6%).
- 266% increase in new risk policies, driven by both new members and increased coverage.
- Brand awareness tripled – knowledge of PPS’ unique model rose from 7% to 21% among non-members.
By challenging category norms, PPS didn’t just sell insurance – it redefined what success looks like.