Hughes Insurance stands for something good in a world that really needs it.
We are living in a time when public expectations of companies have never been greater and particularly as we move through and out the other end of the difficulties brought on by the global pandemic. People are looking for authentic characteristics in the brands they interact with, that match their own values and also the needs of society as a whole. So, the companies that activate their brand purpose and live by the values they set in a truly meaningful way make a huge difference to how customers view them.
We see brand purpose as an essential way of bringing your brand to life and delivering on your promise. For Hughes, that’s rooted in customer service, pride in their people and the differences they can make beyond what they sell. There’s a defining factor in Hughes Insurance that runs through the entire company… they care deeply about what they do and the impact they have on customers and communities. It’s personal to each and every one of them.
As we all know, insurance is seen as a necessary evil. No one wakes up in the morning and thinks, ‘can’t wait to get that new motor insurance sorted’ – but when they do have to make that call, isn’t it better to call the guys that have a moral code beyond price and who are prepared to stand for something good at a time in the world when we really need it.
There’s an interesting story from when we pitched for the Hughes account in the autumn of 2019… As part of our pitch, we had a section called ‘Beyond our Brand’ where we identified different platforms that Hughes could start conversations with their customers from. One of those key platforms was climate – not in an activist kind of way, but in a more practical community led initiative that would have a direct impact on their carbon footprint and how customers and potential customers would view Hughes as a company.
We asked the question… could Hughes Insurance be the biggest planter of new trees in Northern Ireland? The emphasis being, the more trees we plant, the better it is for our planet and the prettier our highways and byways of Northern Ireland will look. Little did we know that Hughes Insurance Trading Director, Don Brennan, had already been in talks with the Woodland Trust to form a partnership with the potential to plant thousands of trees in Northern Ireland. Great minds…. eh…
The fact is Northern Ireland is one of the least-wooded regions in Europe, with just 8% woodland cover compared with the European average of 37%. With that knowledge in hand, Hughes set out on a journey to switch all of their customers over to paperless documentation, meaning we can all get our policies via email and do our bit for the planet at the same time. Win, win. For every customer who chooses to switch to paperless, Hughes Insurance will donate £2 to the Woodland Trust Northern Ireland. The aim is to plant 1000’s of trees each year in Woodland Trust maintained areas all over Northern Ireland.
Visit the campaign landing page and go paperless HERE