LV= pride themselves on being customer focused. As part of this they commissioned a research project to identify segments that truly represent the broad spectrum of customers. These segments are an invaluable insight for employees at LV= to help the company deliver the vision to be “Britains best loved insurer”. It was our challenge to take this research and present it in a way that made it easy for people within LV= to understand and recognise each segment.
When developing the project, we decided that the segments shouldn’t be represented by actual customer faces, as this research was much more then the demographics of each customer. It's about the behaviours, personality, processes and beliefs, that drive someone to make certain decisions about insurance. We developed a creative using objects and typography to represent each segment. The typography would show the segments thought processes whilst the objects personify each segment giving the user a visual representation to help remember each one.
So far this creative has been rolled out across a booklet which can be handed out to employees to have and refer back to, as well as a series of short films featuring an interview with a customer from each segment.
This project was a true co-created solution, we worked with a range of trusted suppliers including researchers, a copywriter, illustrator, photographer, videographer and printers to execute the best solution.
3 things we learnt from this project:
Research is essential
Throughout this process we read A LOT about each segment to ensure each one was represented correctly in the execution.
This research was an essential part of the process, without knowing each segment inside out, how could we expect the user to take away the messages correctly? This is essential in any project; knowing your subject matter in depth and not making assumptions will only make the end result better.
It’s in the detail
Whether it’s the psychology behind the colour, the wobbly type throughout the Wary Worriers or the hidden objects in the homes of the interviewees. Sometimes the message doesn’t need to shout, it can be subtle things that our brains pick up on without us really knowing. It can give longevity to a piece, allowing you to see something new each time.
Find your props first
When time is tight you can easily rely on post production to tweak the colours of props, but when you decide you also need the same colour in reality you end up having to get crafty to change the colour in reality (like spending an afternoon colouring in one of the objects with a sharpie).