Making insurance friendly and easy to understand

Challenge
When PC Financial, one Canada’s friendliest and most recognizable brands, approached us to write a simple guide for launching their home and auto insurance products, we couldn’t wait to get started!

Explaining complex things clearly and simply is our specialty. Doing that for President’s Choice meant making sure our materials would feel like their well-known advertisements and other marketing materials – an additional challenge we loved.

Solution
We developed a handy guide that helps consumers easily understand the basics of home and auto insurance. We included related industry concepts that aren’t well understood by many consumers, like no-fault, to de-mystify the products and make the experience less intimidating for the average consumer.

We also made the insurance decision more compelling by highlighting unique features like PC points and “the disappearing deductible,” distinguishing the PC Financial brand and giving its special features more profile than a traditional marketing brochure.

Best of all, we created a simple, standard insurance vocabulary that PC Financial now uses in all of their home and auto communications. It was an approach that was quickly welcomed by regulators, PC Financial and their customers, reinforcing this already strong top-tier brand.

Result
The pilot of the new insurance products quickly expanded to a full product launch, and today PC Financial home and auto insurance is a well-established business.

And when PC Financial contacts their insurance customers, they know they’ll be getting the hallmark President’s Choice experience – of a company that is friendly, approachable and easy to do business with.