IAG disruptor brand, Satellite, revealed

IAG has soft-launched its new division, encompassing its main challenger insurance offerings under the brand Satellite, with marketing director Lewis Pullen describing the launch as being as important to the company as Jetstar was to Qantas.


Announcing the new brand out of IAG Challenger on LinkedIn, Pullen shared a promotional film for Satellite outlining its mission statement and its goal as a disruptor in the insurance industry.

“We’ve reached a unique milestone in our journey,” the video caption says. “Time to evolve, aim higher and achieve more.”

The video then goes into a countdown before revealing the new brand: “Hello to Satellite”.

In a note to his connections on LinkedIn, Pullen said he was excited to share the new identity.

“I would just like to quickly share the new identity launch for our IAG division – Satellite, powered by IAG. In keeping with the new world of online video rather than text, here is a link to a short film on who we are and what we stand for,” Pullen wrote.

“This has been an all-consuming project for me since I joined IAG in June, and one of the most enjoyable internal brand initiatives I have worked on.

“This opportunity was also the reason I joined IAG. This should set us up well for the next three years of disruption. Satellite is our challenger operation, as Jetstar was for Qantas and Esurance is to Allstate in the US.”

Satellite was developed with the help of IAG’s design agency, Pear Shop.

The video, which goes on to describe Satellite as: “fast-tracking the future of a safer world for all Australians” features a child with a toy space shuttle and the IAG Challenger branding.

Challenger was the name of the NASA space shuttle which exploded on take-off in 1986, claiming the lives of all seven astronauts.

“We are rolling up our sleeves and bringing the future of the industry into the now,” the video continues.

“We are change agents, we are doing and disrupting. We serve as the growth engine of IAG.”


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