Today’s digitally enabled consumers are better armed than ever before to evaluate whether one particular brand is creating and providing value worth paying more for. This increased level of awareness has created what is often referred to as The Expectation Economy – where consumers expect more of brands and for it to be delivered immediately.The implication of this macro trend is that yesteryear’s brand building model that said brands must communicate their positioning through big expensive brand ads/campaigns before moving to proof points that substantiate that positioning is now defunct.This case study proves that when a unique brand truth (i.e. experience) is used to inspire (tangible) proof point-led advertising (as opposed to ‘brand ads with lofty intangible promises’ – aka, ‘Unworry’) the business returns far exceed expectations; to the tune of 433% more effective and 350% more efficient.A great example of repositioning the leading insurance brand in NSW, whilst ensuring business results are delivered.