WFI makes its customers the focus in its first national campaign via 303 MullenLowe, Perth

This weekend on 8th May, WFI will unveil its first national campaign by 303 MullenLowe Perth, which further positions WFI as specialists in business, farm and strata insurance.

It has been seven years since Wesfarmers Federation Insurance became solely known as WFI, yet many customers still associate the brand primarily with farm insurance.

Winning the business in a competitive pitch last September, 303 MullenLowe set off on an extensive collaborative process to develop a brand and communications strategy that would help WFI gain greater awareness as a specialist business insurer. Central to this was a need to highlight WFI’s three key insurance markets – farm, small business and strata – which are serviced nationally via a dedicated network of over 170 WFI Local Area Managers.

“We quickly understood the importance of WFI’s unique personal service model. By getting to know their clients’ business and a personal service offering that goes beyond what is typical in the category, WFI can ensure they protect everything that matters to their clients. This insight inspired the campaign tagline: ‘If it’s important to you, it’s important to us’ and drove the unique visual interpretation too,” says John Linton, Senior Strategic Planner at 303 MullenLowe.

The people featured in the campaign are current clients of WFI, including a café owner, mechanic, electrician, strata manager and farm owner. They are surrounded by many of the things that are important to the success of their business, positioning WFI as a specialist partner who understands every aspect of their client’s businesses so they can properly protect their livelihoods.

“We asked 303 MullenLowe to create a cohesive brand platform that brings to life the breadth of specialist insurance services that WFI offers, and gains a greater share of customer attention within this highly competitive market. We’re really happy with the outcome and look forward to seeing the work go live nationally in the coming days,” says Annie Chua, Marketing Manager at WFI. 

WFI launched in 1919 when the Westralian Farmers Co-operative opened a division to meet the insurance requirements of the Western Australian farming community, later rebranding as WFI in 2009.

In June 2014, Insurance Australia Group (IAG) acquired WFI. IAG is Australasia’s largest general insurer and a top-50 company on the Australian Stock Exchange.

Client: WFI

Photographer: Nic Montagu