PLAN-IT’S PRINCIPALS HAVE PARTNERED WITH JOHN HANCOCK for more than 15 years. In the mid-nineties, we helped reassess the ground-breaking “Real Life, Real Answers” campaign and brand strategy, which had been in place for 10 years, to insure the brand’s continued relevance in the marketplace.

PLAN-it designed and conducted extensive exploratory research among a wide breadth of audiences, using varying unique techniques. Our work drove the development of the “next generation” brand strategy and campaign that evolved John Hancock from a respected but entrenched “Insurance Company” to a credible “Insurance and Investment” company. We worked closely with the creative team on the development of the resulting campaign “Insurance for the Unexpected. Investments for the Opportunity.”

Within six months, attitudes toward John Hancock improved dramatically in critical areas associated with investments (e.g., investment expertise, service, and flexibility). Furthermore, the campaign went on to win awards in almost every major creative show in the industry.

From a more tactical perspective, PLAN-it assisted in identifying and understanding potential target segments, including Single Mothers and Working Parents, for an inexpensive direct term life insurance product. PLAN-it’s work also included a creative assessment to insure that the direct campaign triggered an emotional reaction similar to the corporate campaign. Six months after launch of the direct campaign, sales goals were exceeded by 300%.

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