TruShield Insurance Cover Your Ass Campaign with a lady sitting in a salon chair with her hair on fire as her and her stylist look at the camera in contempt. TruShield Insurance Cover Your Ass Campaign with a lady sitting in a salon chair with her hair on fire as her and her stylist look at the camera in contempt. TruShield Insurance Cover Your Ass Campaign with a lady sitting in a salon chair with her hair on fire as her and her stylist look at the camera in contempt. TruShield Insurance Cover Your Ass Campaign with a lady sitting in a salon chair with her hair on fire as her and her stylist look at the camera in contempt. TruShield Insurance Cover Your Ass Campaign with a lady sitting in a salon chair with her hair on fire as her and her stylist look at the camera in contempt.

TruShield

Building Entrepreneurial Assurance for Small Business Insurance

Scope

Brand Strategy Visual Identity System Business Collateral Website Launch Campaign Video Content

As Jacknife began work with TruShield, a small business insurance provider, we immediately came to understand the challenges of the emerging brand operating in a noisy, highly commoditized market. The existing brand needed an overhaul to create a more appealing, consistent and systematic offering if it hoped to cut through the clutter to attract new customers and create more meaningful relationships with small business owners.

An angled collage of the TruShield brand guide.
A comparison of Trushield's logo. The old logo is on the left side on a cream background, and the Jacknife rebranded logo is on the right side over a teal background.
Trushield Icon
A magazine advertisement for TruShield.

Before establishing the new visual identity Jacknife employed our strategic process involving consumer research, stakeholder interviews and reams of observational insights to reveal the concerns and aspirations of small business owners. We also performed an audit of the existing brand and the broader insurance category with a focus on direct-to-consumer and small business. Based on our findings we developed a brand narrative rooted in the notion of “Here For What’s To Come”.

 

We developed a new icon featuring interconnected elements to represent a strong shield of protection that functioned as a unifying element across all communications and artfully captured the essence of the TruShield brand values. To further stand out in the market we visually positioned TruShield with a bright, fresh, and friendly colour palette. With the addition of modern typography, featuring subtle round edges, the look is a distinct departure from the staid and conventional branding typical of the insurance sector. We made it clear from the onset that this is not the standard insurance provider.

Trushield logos and brand colours mocked up on multiple stationery products sitting on a light blue background.

To support and amplify the new brand, visual identity, and messaging, we created the playfully disruptive “Cover Your Ass” campaign, which re-introduced the brand, educated owners on the need for business insurance, and urged them to connect with TruShield. The integrated marketing campaign consisted of a microsite, video and radio spots, OOH, and digital ads that re-launched the brand in the GTA with a splash.

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Working closely with our media partners, Jacknife developed a strategy that delivered tailored experiences to consumers and worked with our audience’s media habits to ensure business owners connected with TruShield. Our goal was to intersect our audience organically through their online journey, and feature custom messages that resonated based on the context and their familiarity with the brand (or the need for business insurance).

 

In addition to the campaign elements, we produced an “always on” series of seven short documentary videos titled “Founders: Behind the Hustle”. These videos featured real stories of inspiring individuals who had established small businesses, offering viewers an authentic glimpse into the entrepreneurial journey.

 

To further enrich the program, we created a comprehensive social media guide, which helped the TruShield marketing team apply recommended practices consistently to support the campaign and continue to build relationships with customers post-launch.

Two phones with a photo of a light blue bakery and a green salon. The text reads,
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A woman decorating a cake in a blue cake shop.
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A haird salon with a male hairstylist blowdrying a woman's hair.
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A woman walking out of a teal blue Tea shoppe.

The launch campaign was highly successful and exceeded its initial awareness targets by an impressive 136% and continued to surpass targets in brand awareness, recall, and policy sales. In fact, TruShield had four record-breaking weeks for quotes and five record-breaking weeks for premium purchase.

 

Over the same eight-week period in the previous year, premiums rose by 188%, leads by 189%, quotes by 129% and policies by 215%.

A laptop with a youtube page streaming a video called

Based on the success of the rebrand and launch campaign, we were then tasked with extending our efforts and optimizing our leanings. We expanded the campaign to include out-of-home elements, new creative, and a more diverse digital strategy to include more regions across Canada.

 

The collaboration between Jacknife and TruShield delivered exceptional results and solidified TruShield’s position as a trusted protector of entrepreneurial aspirations in the Canadian market.

TruShield Cover Your Ass campaign posters. On the left is a light blue poster with a butcher opening the door and looking to the camera in disbelief as a styrofoam silhouette of a cow has destroyed a bicycle parked in front of the butcher shop. On the right side is a green poster of a carpenter in disbelief who has smashed the glass to a door with their ladder in hand by accident.
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A collage with one vertical image of a chef wearing a green chef's coat and light blue football pads on a green background, a horizontal image with a tailor in a green scarf, green polo shirt, and white blazer with light blue elbow pads and football helmet, and horizontal text reading
A collage of a carpenter man in a green one piece jumpsuit wearing light blue football shoulder pads, text that reads
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A series of green posters with contractors wearing green uniforms with light blue protective sports gears posing in confidence.
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An iPad with a browser page of thescore.com with a banner add of TruShield's

Trushield needed new branding to help us build trust with small business owners and a bold marketing campaign to help us reach them. Jacknife did more than deliver both. They challenged us to take risks. In a segment where our audience is unaware of their need for insurance, and where our product is often met with cynicism, we told small business owners that business insurance can help them “cover their asses” – and they listened. Our business grew by 115% over the previous year.

Michael Nekic Northbridge Financial Corporation

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