Our work with
PruProtect is a business that never stands still. They’re always looking for new ground to break and new ways to address people’s needs. But even they surprised the market when they launched seven new products on one day in 2010 – something that most insurers would struggle to manage in a decade.
PruProtect asked Quietroom to help them make the launch a success. We helped them shape what to say to brokers and their clients about each new product. That meant delving deep into product specifications and actuarial detail and finding a way to express what the products were about in a simple, memorable way. The output was a set of messages they could use across their campaign material.
We also helped them tell the overarching story. Why were they launching all these products at once? What did it say to the market about their business? What was the bigger picture? And once that was done, we wrote some pieces for them too – everything from brochures, to sales aids, to the email inviting people to the launch.
The launch was a tremendous success. Health Insurance, the magazine for intermediaries selling health and protection insurance, dubbed PruProtect ‘innovators in chief’. PruProtect won the Innovation Award at the Protection Review Awards. And the products PruProtect launched now make up nearly a third of their new business.