Willis Towers Watson’s Public Sector Group (Willis) offers benefits services to their clients. Willis was challenged to communicate their unique approach to benefit services during the post-Affordable Care Act era. Since benefits have changed significantly over the years — high deductibles, changing packages, and higher premiums — Willis needed to convey their flexible and relevant expertise in a concise manner.
The underlying challenge that Willis clients faced was not just making benefits affordable, but understanding the changes benefits take over time. What Willis offers is more than good affordable benefits, they offer confidence and peace of mind to their clients knowing that navigating change is possible and even advantageous.
Chameleon established an integrated branding approach to the message. First, we engaged Willis’ school district clientele reinforcing the relationship and establishing a team approach to the creative. Students from two school districts were guided through the conceptualization of the corporate Willis video. The result was several communication vehicles published and transmitted via YouTube, Brainshark, and Direct Email. Incorporated in the message was the slogan, “THE BENEFITS OF CHANGE.” This message concisely expressed the Willis advantage and was leveraged as a slogan in video graphics as well as in video scripts by imploring prospects to “Experience The Benefits of Change.” Now Willis constituents could understand that Willis is a trusted steward of change. The result was communicated to Willis clients and employees in the Americas, Asia-Pacific, Europe, and Middle East & Africa and a “Making of Video” was also created to exemplify the team approach as we documented how students wrote the music bed, provided the voice over, and executed employee interviews for the corporate video.