Exploratory research to help develop a deeply meaningful and compelling positioning for critical illness insurance which had never been advertised before.
Respondents included those who had personally had a critical illness, those who had family members with a critical illness, and also those so far unaffected by critical illness.
The emphasis was on learning everything possible about the impact of critical illness on one’s life and those around the patient, as well as what difference it would make to have coverage in such a situation.
Extensive homework (collage and narrative to represent health and also illness with and without coverage) was assigned to ensure that respondents were emotionally immersed in the topic when the arrived for the discussions. The study led to a fine-tuned positioning which was eventually developed into a media campaign.
