Sil Insurance

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Project Overview

SIL Insurance is one of the oldest, most established insurance companies in Armenia. Part of a larger conglomerate of companies, it provides a wide range of standard insurance services: life, health, auto, property, travel, etc. Known for its customer-centric approach, the company maintains a stable if not leading position in the saturated market of insurance services.

Challenge

As an older company, SIL has legacy and reputation, that kept it going for decades. However, with new companies and service models rapidly rising in the markets all over the world, SIL felt the need to reevaluate its corporate positioning and rebuild its culture. Being an older company, SIL executives felt a certain loss of subordination, grip and ambition amongst its employees. As well as loss of market positions, when it came to attracting the next generation of customers. A fresh rework was needed and Maeutica was right there to lead the charge.

Answer

Looking for answers, we decoded the entire concept of insurance and what it means for people who have (or don’t have) it. Maslow’s pyramid gave us the answer. Insurance means protection, it covers the most basic needs for safety and security and helps people take a leap straight towards self-actualization. Simply put, when you’re covered, you have enough peace of mind to truly chase your dreams. From this, the new “Safe to be Free” concept was born, combining two of the most vital and powerful promises a company can give to its customers. With SIL, people can put all their “what if’s” aside and live freely and fully: take that trip they always wanted, buy their dream house, get a car and learn to drive. There is nothing more empowering and positive than a type of freedom that allows us to build our lives without fear of loss. And SIL INSURANCE stands tall as the new warrant, provider and protector of said freedom.