1996

AMP Corporate Superannuation
Launching a product makeover

AMP CustomSuper is AMP's most highly featured master trust superannuation product, with around 150,000 members.

In 1996, the company decided to enhance its product image at the same time as enhancing several product features.

InfoCLEAR was engaged to work closely with design agency Dupree Partnership in a rewrite of the full suite of client and customer communications.

'A prototype of the new Member's Guide was tested with users. The improvements made after user feedback gave us a lot of confidence about how the final product would be received.'

The full makeover included marketing brochures, guides for members, employers and financial advisers as well as standard letters and forms.

The project reinforced AMP CustomSuper's reputation as a market leader.

1997

GIO Insurance Ltd
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.

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