Doing something good for young women
Creating the tools to deliver exceptional brand experiences.
THE CHALLENGE
Plan V Care is a cancer protection insurance product for young women that wasn’t being bought.
When a global life and health reinsurer company came to us with a niche and underperforming proposition we needed to address the big questions:
- Who are we speaking to?
- What are we telling them?
- Why should they believe it?
- What value does Plan V bring to young women beyond self-care or financial empowerment?
- How do we increase consideration by getting clear on the offer?
- How do we go the extra mile to stand out against our comeptiors more comprehensive or catch-all cover?
Our work
Brand strategy | Messaging matrix | Digital strategy | Digital design
Talk to the person, not the demographic
Millennial isn’t a segment so why talk to them as a homogenous audience?
Young women between 23-42 have different purchase drivers, spending habits, lifestyle nuances and competing priorities.
Cancer is the biggest health risk for young women, yet a monthly spend on protection is not considered part of the routine self-care budget. To improve consideration, we must:
Move from aspirational ‘wellness’ messaging to practical, frank yet Supportive.
Balance shock and reassurance at the same time, without falling into scare-mongering or profiteering from cancer.
The costs of cancer are higher than expected and misunderstood, so the penny needs to drop. Premiums must be price sensitive. Few people wake up in the morning and decide they need cancer insurance - that, coupled with the product competing against critical illness - is a recipe for inaction.
THE SOLUTION
A re-designed proposition, brand and market activation that:
Tells the truth about the hidden costs of cancer and connects to 25-29 year old females by being radically transparent, rational and practical.
Stands up against the lack of protection: relying on limited sick pay or using hard-earned savings to support yourself through treatment.
Demonstrates that Plan V solves a future problem by making it relatable. £371 on Ubers to hospital? No chance.
Promotes a comfortable and stress-free recovery and ensures lifestyle or autonomy doesn’t deteriorate. Moving back home because you can’t afford to pay the bills? No thanks.
OUR METHOD
Our all-female team ran the innovation process, working collaboratively with the client's team to rapidly redesign the proposition and get ready to launch in market.
WHAT WE DELIVERED
We delivered a proposition redesign, centered around the target audience.
Build-ready homepage, product & campaign page designs to bring it to life.
Messaging framework and copywriting samples to articulate the value and better connect with young women.
Execution-ready advertising creative and campaign framework to drive action by tapping into human truths.
A strategic report packed with data, insights and evidence to support internal decision-making.
A roadmap of recommendations and horizons of growth to support the business commercial aims.
Get in touch
We work with global brands, using design thinking to develop new, or improve existing, products and services. Our brand-led approach ensures that they outperform.
If you’re trying to do more with less, get in touch with us to help you get there and leave you in a better place.
