STRATEGIC CONCEPT AND BRAND REDEVELOPMENT
PetSafe Insurance
In strategic consultation with the client, foreign underwriters and local authorities Ripple developed a unique new go-to-market approach by replicating the “plastic cash” commerce style of modern Singapore around a concept of subscription insurance for domestic animal health care. By establishing credit facilities for animal care services the initiative was aimed at disassociating cultural reservations at outlaying “hard earned cash for animal welfare”. While increasing new and repeat customer activity, the initiative was aimed at relieving animal owners of the high costs of unexpected emergency care, and to disparage traditional low-care domestic animal welfare in Singapore. Other benefits for the client included new interest bearing subscription deposits and broader channels for animal related product retail.
By combining a bold corporate identity with market differentiating concepts Ripple developed a concept brand “PetSafe” by bringing together the elements of animal insignia, universal hospice and clinical modernisation. Bold graphics, simple messaging and selective distribution are used to drive a contemporary perception of high-end professional animal care.
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