Understand the product:
Defining the core JTBD for the brand:
Push or pull production:
Awareness and trust map:
Ideal Customer Profile​
Building Core Value Proposition:
For tech-savvy professionals who needs reliable and affordable insurance solutions, Acko is a digital insurance provider that offers a digital experience that's transparent, convenient and affordable.
Insights:
Non-negotiables:
Brand Wedge:
If the insurance industry’s perception is that "insurance is complicated and time-consuming,"
and the user feels the pain point of "not understanding the terms and conditions and facing long claim processes,"
then Acko will always prioritize "providing clear, transparent, and hassle-free digital insurance solutions."
Brand Footprint:
Look: I am innovative but not overwhelming.
Speak: I am approachable but not casual.
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Behave: I am user-friendly but not impersonal.
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Brand Footprint in action:
Positioning as zero commissions, paperless claims
Facebook posts:
Funny and educational- relevant using bollywood's popular characters Munnabhai and Circuit
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Website home page:
They are official sponsors of IPL hence the screen is dominated by popular cricket figures.
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The second half of the home page has social proofs and highlights of Acko App:
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If we select health plan as an example, they have a clearly highlighted benefits:
Choosing popular bollywood movie characters and the same is reflected in their ads that they are going to debunk the existing health plan rules followed by the traditional insurance companies.
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App Screens:
The splash screens highlight the core value proposition of Acko- convenience, transparent, hassle-free claims and 100% paperless
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Home App Screen- choosing the health plans
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There is an assisted journey where you can get in touch with the customer support team for queries regarding plans and secondly also a DIY journey where you can choose the best plan based on a few steps.
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How do they respond to customer reviews: friendly tone and assuring in their communication
​
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