In a category characterized by great complexity, lack of accessibility and transparency, Heap wanted to go out and claim their place in the market as the new, modern, digital provider of pensions and insurance.
Heap believes that the pension should follow the person no matter where you work. It is a movement to democratize pensions and ensure that you can start securing your future with a few clicks. And this approach should allow Heap to differentiate itself from the competition.
The foundation for the brand was in place, but in order to position themselves even more clearly in the market, Heap needed to establish an emotional connection with the brand. So we developed a concept, that worked on several levels: created awareness (qualified), built brand preference (long-term growth), and ultimately also conversion (short-term growth).