Bringing a new product to market
The client, a senior underwriter at GIO, had a clear conviction: farmers deserved a better crop insurance product. So he set about creating one. Initial response from the market was encouraging. But the product needed further development and effective marketing.
The product was so different to what they were used to that farmers had to be introduced to its features and benefits.
This was a task that called for creative collaboration between Rob McGregor (InfoCLEAR) and Janice Leong (Montague Leong Design).
Step 1 was a clear policy document. 'In insurance, the policy is the product. Each draft made it clearer, but at the same time built the product.' The basic wording became the product platform, allowing GIO to tailor the product with targeted endorsements and variations. The marketing strategy called for a simple pitch based on three concepts: dedication, innovation and compensation. It also called for product endorsement by real farmers, and case studies built upon actual claims.
Now marketed by others, the product's impact has continued to grow.