FINANCIAL RESPONSIBLE MOBILITY
GAAAN®
CURIOUS MINDSET
With 1,500 affiliated consultancy firms, DAK serves over 2.5 million customers in the Netherlands, primarily offering insurance and mortgages. However, mobility also plays a significant role in these customers' lives and has a massive impact on their financial position. DAK therefore decided to develop a mobility product; an innovative advisory domain for its members and customers. Initially, we were asked to create an introduction and activation campaign with the company's consultants as the primary target audience.
MAGICAL DISCOVERY
Drawing from our experience in the mobility market, we immediately realized that we needed to do more than develop member campaigns. DAK was entering a world where powerful parties fight for attention. Our magical discovery? A completely new mobility brand, Gaaan®. We went above and beyond the original request, but DAK followed our advice. We directly developed campaign adaptations from the brand concept for the company's consultants and consumers.
BREAKTHROUGH
With the Gaaan® brand concept, we provided DAK with a well-thought-out, future-proof foundation that has already shown promising results in conquering a place on the mobility market in a relatively short time span. Although we explicitly rely on DAK's corporate identity, Gaaan has developed a story, identity, and feeling that are entirely its own. We approached it as a brand that could stand on its own feet in the future. The added value of personalized advice from a DAK consultant is the icing on the cake. This gives Gaaan® a strong position in the competitive landscape, providing the perfect blend of customized advice and the online product.
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