CONSUMER BRANDING:
LAUNCHING PETPROTECT

In 2018, there were nearly 10 million dog owners in Germany, but hardly any decent pet health insurances. That’s a real gap in both service and awareness.
To close this gap, the brand needed to appeal to a conflict: on the one hand, the highly emotional bond people have with their animals, and on the other, the very rational approach to insurance.

The solution: A brand that builds strong emotional connections while providing real, tangible benefits. We achieved this through:

1. A name that clearly conveys care and protection.
2. Brand design that’s both natural and straightforward.
3. Language that resonates both emotionally and rationally.
4. Creative that evokes both ‘aww’ and ‘aha!’

Inspired by the success of the new brand, competition among pet insurers has skyrocketed. We’re a bit proud of that, to be honest. Of course, it also challenges us to constantly refresh PetProtect’s campaigns to stay ahead of the pack.