VHI Creative Development

A clear read on what was landing – and what wasn’t – helping VHI sharpen its new creative direction before launch.

Method Toolbox

Desk Research, Online Focus Groups

Framing the Problem

VHI had developed a new brand identity and language, breaking from a longstanding storytelling formula that had been out in the wider consumer world for several months. As the brand continued to establish this new direction, potential new advertising material was being created. Before this work could be brought to fruition, qualitative research was needed to provide feedback on how to further develop the creative work.

Our Approach

Using desk research, we explored how consumers perceive the world of healthcare in Ireland. We then conducted multiple online focus groups with both VHI and non-VHI customers to gain a broader, more in-depth perspective of the private healthcare experience. These groups explored a range of stimulus material, including ad concepts and OOH advertising, to give the client clear feedback on the creative.

The Breakthrough

We delivered valuable insight into VHI’s creative communication directions, specifically identifying what was and was not clear to consumers viewing the stimulus.