YCN : Pet plan

Brief:

Background 
Launched in 1976 by pet owner, Patsy Bloom, Petplan is the UK’s largest pet insurer and has been providing the nations pets with the most comprehensive cover for over 36 years. 

Insuring hundreds of thousands of animals, including cats, dogs and rabbits. Petplan is a specialist insurer and has been instrumental in shaping the industry. Petplan has two types of cover for consumers to choose from, Covered For Life and Petplan Essential. Petplan Covered For Life policies are designed to offer the best possible cover for accidents and illness; including long-term and reoccurring conditions - therefore it is a core feature of Petplan’s messaging. 

Petplan’s business model is based on generating free cover leads through intermediary channels such as vets, breeders and animal charities. Petplan works with over 4,000 vet practices across the country and is recommended by 9/10 vets. Petplan policies are also recommended by more breeders and animal charities than any other provider. These organisations provide four weeks’ free Petplan insurance to pet owners and we then try and convert these leads into full paid for policies.

In order to grow awareness and consideration, Petplan launched a brand refresh in January. The campaign includes a new TV advert, featuring over 45 different breeds of dogs, cats and rabbits, highlighting our breadth of expertise and knowledge of pets and their health needs and features the advert and all other marketing communications are underpinned by the new brand sign-off “Every pet deserves Petplan” which uses a Petplan tag to reinforce the peace of mind that Petplan provides.

The Opportunity 
Approximately 12 million households in the UK own at least one pet, of these pet owners two fifths have pet insurance this provides an opportunity to educate the responsible uninsured of the benefit’s of insurance. 

Awareness within the consumer channel is growing following the launch of our new TV advert earlier this year. Recent results show that Petplan is one of the most often recalled brand for pet insurance, alongside supermarket brands such as Tesco. We want to continue to grow awareness of the brand further and reach uninsured pet owners. 


Above is the brief set by pet plan for YCN. Myself and Lisa have decided to collaborate on this competition brief and set it as a shorter two week brief. We chose to work on this brief for a number of reasons, one being that it will be a challenge. It will be a challenge due to the broadness of the brief, and the main difficulty comes from the fact that you have to stick to the brand guidelines. We feel this will be good practice for industry and so have decided to go ahead with this project.