Sunday is a new insurance company that was born on the anniversary of insurance, which has been around for hundreds of years. The brand understands the pain points of the insurance business and, as a savvy startup, knows what is necessary and unnecessary for customers. This lean approach enables Sunday to effectively compete with major insurers.
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When it comes to promotional activities, the goal is to make Sunday known and memorable. The brand believes in its sharpness, daring to cut through the complexity and unnecessary processes of traditional insurance by leveraging the expertise of its tech and data teams. This disruption aims to usher consumers into a new era of insurance. While many brands aim to lean to reduce business costs, Sunday's approach is about "trimming costs for the brand" and "trimming costs for the customer" simultaneously.
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All of this leads to the idea of communicating to consumers that at Sunday, they don't have to cut anything because Sunday does the cutting for them. This is different from the usual perception that brands often cut things that aren't relevant to customers.