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John Hancock

Posted in: Brand Positioning & Development, Creative Development, Financial Services

John Hancock

Challenge: John Hancock created a completely new concept in the insurance marketplace and wanted to determine the overall appeal and viability of the concept along with strengths and barriers to acceptance.

Objective: To evaluate interest and appeal of two alternative value propositions for a new John Hancock life insurance product among consumers.

Solution: Plan-it conducted focus groups among key insurance policy holders and prospects to determine the most compelling combination of features/benefits and messaging for the new concept.

Result: John Hancock used Plan-it’s recommendations to fine tune the value proposition, messaging, and core elements of the concept prior to launch.

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